What We Learned From Kai

Issue #302 | Dec. 26, 2024

2024 was undeniably the year of Kai Cenat. The creator saw a 78% increase in viewership over the past quarter, according to Stream Hatchet, an analytics company. Cenat shattered viewership records, generated millions of hours watched, and became an online phenomenon. His subathon, where he streamed for the entire month of November, served as a breakout moment and generated a non-stop stream of pop culture news. His stream has been peppered with appearances from top celebs, including Benny Blanco, Lizzo, and Chris Rock.

Born and raised in the Bronx, Cenat’s story is deeply tied to the platforms that have shaped his career. He initially gained traction on YouTube with prank videos and comedy sketches that showcased his knack for improv and his ability to connect with audiences through humor and authenticity. But it was his pivot to Twitch that solidified his place as one of the most-watched streamers in the world.

On Twitch, Cenat’s streams are unfiltered and raw. He games, reacts to videos, and chats with fans. His over the top personality has earned him a fiercely loyal fanbase among Gen Z. His streams often feel like a virtual hangout, blurring the line between creator and community.

But Cenat’s success hasn’t come without challenges. In 2023 he came under fire for inciting a riot in New York’s Union Square, after posting about appearing there online. More recently, he hosted a magician on stream who pretended to kill himself. Cenat banished the magician and made it clear to his audience that he found it unacceptable.

The pressures of constant content creation, the scrutiny of an ever-growing audience, and the demands of monetizing his platform in a sustainable way will all undoubtedly grow in 2024. At just 23 years old, however, Cenat has proven himself an adept creator who has been able to weather storms and controversies on his way to the top.

Cenat’s ascendance offers lessons for other creators seeking to reach new heights in 2025. Here are three:

Consistency is key

Cenat’s relentless dedication to streaming, especially during his record-breaking subathon, was pivotal in growing and maintaining his audience. By committing to a schedule and showing up for his fans day in and day out, Cenat created a dependable space for his community to gather and bond with each other. His consistency throughout the year not only kept his content top of mind but also strengthened his connection with his audience. The streamer also knows when to take breaks in order not to burn out and crash. After the November subathon he took two weeks off to rest and relax before returning to his regular streaming schedule.

Squash controversy early

In a viral incident involving a magician who faked his own death during a stream, Cenat acted swiftly to address the situation. He immediately booted the magician from the stream and issued an apology to his fans, taking accountability for the event despite not being directly at fault. This proactive approach minimized the fallout and potential bad press. For creators navigating the volatile online landscape, Cenat’s handling of the situation showed the importance of addressing controversies head-on and prioritizing transparency above all else and not trying to cover up wrongdoing.

Cenat also has his fellow creators’ backs. When fellow streamer and friend of Cenat’s, iShowSpeed was tricked into throwing up gang signs in a bodega, Cenat called his friend and alerted him, helping thwart potential controversy.

Lean into collabs

Cenat knows that in order to grow online, you have to collaborate with other major creators. This year alone, Cenat collaborated with major streamers including xQc, HasanAbi, iShowSpeed, Valkyrae, Pokimane, and Ludwig. These collaborations introduced him to new audiences, broadened his appeal, and helped cement his spot as the king of Twitch.

By leveraging collabs, Cenat not only expanded his reach but significantly grew his community. For aspiring creators, Cenat’s strategy offers a blueprint for leveraging network effects and fostering growth through collaborations. Cenat also featured several mainstream pop stars on his stream including SZA, Lizzo, Snoop Dogg, and more. While not every creator can pull A list stars, collaborating across industries also allows creators to reach audiences who might otherwise not have found their content online.

– Taylor Lorenz, Passionfruit Contributor

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Kai Cenat Named the Most-Watched Streamer Of 2024

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