This will change how Twitch, as a brand, shows up and participates in chats with fans, or represents itself in stadium, Delphin added. “How can we show up and be more equal with the fans and demonstrate our own fandom?” she said. “We’ll see that more and more.”

As media gets more fragmented, brands can no longer try to attach themselves to a single big franchise. Instead, they must start to create their own, and align with multiple cultural touchpoints in order to ensure that their audience engagement strategy can scale.