For Gen Z, IRL Streamers and Creators Have Replaced TV & Film

A quiet revolution is reshaping the media landscape, and if your brand hasn’t noticed, it’s time to catch up.

Gen Z is abandoning traditional entertainment in favor of something far more raw, interactive, and personal: IRL streamers. These real-time content creators, mostly on YouTube and platforms like Twitch, are not just entertainers; they’re cultural forces. And for the first time, younger consumers are spending more of their daily media time with these personalities than with Hollywood’s biggest studios.

This isn’t just a trend, it’s a shift in media authority.

According to recent research from Collage, Gen Z now cites YouTube personalities as their top source of media consumption, surpassing Netflix, Hulu, and even cable TV. That preference is driven by a hunger for authenticity, live engagement, and personalities who feel “real” – traits that traditional content simply can’t replicate.

IRL (in-real-life) streaming has evolved dramatically from its early days of video game broadcasts. Today, it spans fashion hauls, mukbangs, commentary, advocacy, and community-driven narratives that allow viewers to participate, not just watch. These streamers often become trusted voices on topics ranging from personal care and style to politics and social justice—giving them tremendous influence over what Gen Z buys, believes, and supports.

Millennials are beginning to follow suit, splitting their attention more evenly between traditional and user-generated content. Meanwhile, older generations continue to lean on legacy formats. But for marketers looking to future-proof their strategy, the writing is on the screen: Gen Z’s cultural radar is tuned to a new frequency.

IRL streamers now have an outsized impact on media and culture, disrupting the media that remains the main source of entertainment for older generations.

So what does this mean for brands?

It means that shaping perception and building loyalty with younger consumers now requires tapping into the communities and creators they trust. The old model: celebrity endorsements and glossy ads, is giving way to creator collaborations, livestream drops, and campaigns that feel native to the IRL ecosystem.

But navigating this space isn’t just about picking the right influencers. It’s about understanding the deep cultural role these streamers play in identity formation and belonging for Gen Z. From humor and language to social values and purchasing decisions, IRL content is rewriting the rules of engagement.

Our latest whitepaper explores how this shift is unfolding, the key content formats dominating Gen Z’s screen time, and how your brand can align authentically.