The proliferation of live streaming platforms has fundamentally altered the architecture of interaction between content creators and their audiences. Where traditional media operated on a one-way transfer of information from producer to passive consumer, live streaming establishes a qualitatively different communicative environment — synchronous, dialogic, and structurally dependent on audience participation. This paper examines the mechanisms of this transformation within the context of the creator economy, analyzing how the interactivity of the live format redefines metrics of engagement, monetization, and the long-term sustainability of digital brands.

The methodology combines a systematic review of academic literature on parasocial interaction theory, platform economics, and digital community loyalty with observational analysis grounded in more than fifteen years of the author's continuous practice in the live streaming industry. The empirical dataset draws on Twitch and Kick platform data spanning 2009 to 2026: 699 million total minutes watched, a peak concurrent audience of 236,284 viewers, and an average live audience of 12,272.

The findings indicate that the live format functions as a trust layer within a creator's digital brand — one that recorded content cannot replicate. Long-term audience loyalty patterns demonstrate that community depth is a structurally more reliable indicator of sustained creator presence than reach in a saturated media environment. The paper also identifies three key trends defining the current state of the industry: algorithm-driven discovery through short-form video, the role of AI-assisted tools in managing multi-platform presence, and a shift from mass reach toward niche authority as the defining strategic asset for independent creators.

live streaming, creator economy, audience engagement, parasocial interaction, niche authority, platform loyalty

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