Since last Wednesday, Justin Bieber has been streaming on Twitch almost every day (minus the weekend). Over the last few years, with the rise of streamers like Kai Cenat, Twitch and IRL (In Real Life) streaming have become places where individuals can reach younger audiences and continue to pump out massive internet stars. Which is why I’m not surprised that Bieber is sparking up a stream, especially if he’s starting to work on new music that he’s going to promote on Twitch.
Why Go Live On Twitch?
We’ve been seeing a lot more celebrities venture into random Twitch streams, with the most notable being Kevin Hart joining Kai Cenat’s livestream. If you haven’t seen a clip of Kai, Kevin Hart, and Druski, then you probably haven’t been on TikTok in the past two years.
T-Pain has been consistently streaming on Twitch for years now.
Because of that, we’re starting to see more celebrities interact on different Twitch streams, like Fred Again going on PlaqueBoyMax’s stream and creating a Grammy-nominated song, or Drake going live with Adin Ross multiple times. Twitch has also moved beyond a niche gamer-only platform into a place where individuals are streaming across multiple categories. This actually isn’t new for the platform, because for those of you who remember, Logic used to stream on Twitch and would hang out with FaZe Clan, Doja Cat has played Fortnite, and now, most notably, Justin Bieber has joined the platform.
How Has Bieber Been Doing?
If you haven’t had a chance to watch Justin’s stream, we feel like the production quality is very similar to Mafiathon, with tons of different camera angles and a crew switching between them. It feels very much like a camera-on-the-wall experience where you’re just there with him. He’s also been very consistent, and if you’re trying to make it on Twitch, you can only get discovered when you’re live.
Bieber’s stream stats (Sullygnome)
However, I think his streams have been pretty long and drawn out. You’re dropped into this world where you don’t really know all the people on stream. When you watch streams from Kai, you know all the people who are going to be on his stream (Ray, Rakai, Tota). What I had hoped Justin would have done was focus on more high-quality, shorter streams. Instead of going live for three hours at a time, go live for an hour with a very intentional stream where you’re introducing one or two recurring characters that people start to get to know, which would also create more clips. Just being a fly on the wall and hearing his crew talk about random stuff doesn’t open the door for a lot of clipped moments.
The Big Takeaway
Justin Bieber streaming almost every day on Twitch shows he’s serious about exploring the platform and finding his rhythm there. His consistency stands out, even if the streams still feel loose and experimental. Twitch has evolved far beyond gaming, and Bieber joining the mix reinforces that shift. If he continues refining his format, he could set the tone for how major artists approach live streaming moving forward.
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