How Kai Cenat turned a Twitch subathon into a marketing masterpiece

If you don’t know who Kai Cenat is, you should. This 22-year-old Twitch and YouTube influencer has become a powerhouse content creator and a growing force in internet culture. Cenat recently captivated thousands, generated multiple viral moments and shattered subscriber records with a continuous 24/7, 30-day live broadcast on the platform Twitch — a feat known as a "subathon."

Beyond breaking Twitch records, his most recent live stream shows how platforms like Twitch are breaking the rules of traditional broadcast models while providing a master class in content curation and fandom. His strong personal brand and a loyal fandom (also known as “the chat”) reveals where digital audiences are headed and how brands can meaningfully engage with them.

What is a subathon?

At its core, a Twitch subathon is  24-hour, interactive entertainment that democratizes fandom and incentivizes participation. It’s not your average live streaming broadcast — subscribers aren’t just watching the content, but shaping it. Unlike traditional broadcast models, subathons put livestream content control directly in the hands of fans. During a subathon, every new paid subscriber or donation extends the stream’s duration, allowing fans to control how long the stream will last. 

This model creates a continuous content engine where fans are not only engaged but deeply invested in the stream outcome. The always-on nature of the subathon creates more brand opportunities and moments to reach a highly engaged community of superfans. Instead of interrupting content with brand ads like traditional live TV buys or digital video, the brand can become more natively embedded in the livestream content delivering more authenticity and cultural relevance. 

Cenat is one of the most authentic and culturally relevant creators out there right now. Brands like McDonald’s, Skims and Chime banking see Cenat as a cultural connector with incredible influence over next-gen audiences. 

The mutual value exchange

Livestreaming influencers like Cenat are the ultimate content creators, winning in both brand reach, influence and engagement, especially for events like subathons. The unique nature of these events requires creators to continuously keep their audience entertained — but entertainment isn’t the only value fans get. 

Fans get a shared social moment with virality potential that builds a sense of belonging with a common goal created by the collective participation. This is valuable social capital for both fans and brands. For brands, it’s the cultural relevance paired with the native and seamless integration. For the fans, they receive the social badge of honor that “I helped Kai become the most subscribed streamer on Twitch” — a truly mutual value exchange. 

Legacy media meets digital chaos

Kai’s content formula feels like an always-on digital party — like the love child of reality TV and a chaotic talkshow. This tells us that youth culture still has an appetite for legacy media formats, virtually unlimited content and real-time excitement but with a modern and interactive twist. The digital twist is all about creating shared social moments for dedicated digital and fluid fans. 

Cenat’s social battery, content strategy and cultural crossover is next level. From celebrity sleepovers to science demonstrations with Bill Nye The Science Guy, Cenat understands his audience and his content reflects that. The great brand lesson here? Cross-reach doesn’t have to feel forced. His wide cultural appeal comes from having something for everyone but not anticipating it. 

Knowing that many consumers now value purpose-driven content (that gives us all the warm fuzzies!), Cenat dedicated his Subathon proceeds to building a school in Nigeria. This added a layer of authenticity to the event, turning it into a 360-degree experience with mutual value for both fans and brands. It’s entertainment with a cause that everyone can rally behind.

The brand playbook for live streaming

So how can brands get into the action? 

There are limitless opportunities given the nature of livestreams. Nike, for instance, which has partnered with Cenat to launch exclusive sneaker collaborations. T-Mobile has successfully leveraged strategic product placement during his broadcasts. Brands can also further capitalize on the livestreaming space by sponsoring specific activities, games or giveaways directly engaging fans and creating memorable experiences. 

Additionally, tapping into trending formats like unboxing videos, "Get Ready With Me" (GRWM) segments, and live shopping events allows brands to connect with audiences in a more relatable and organic way, turning viewers into loyal customers.

Whether you’re a fan, creator or brand, the lesson is clear: The next generation isn’t just watching — they’re participating. Are you ready to join them?

Bree Patrick is associate director of strategy at Barbarian.