Cozy streamers on Twitch fight hate on the platform

People come to Twitch for many different reasons – to try new games, to have a laugh, and to see experienced gameplay among them. But a new subculture has become increasingly popular in recent years: cozy streams. The term is used a lot on the platform, with a new cozy tag launched earlier this year and entire stream teams committed to the concept. But what exactly does it mean to be a cozy streamer, and why are viewers so drawn to this style?

Cozy streams are easy to spot on the surface. They tend to offer slow paced games, a comfortable atmosphere, and a sense of escapism. Streamers can also incorporate this into their audio, through soothing alerts or soft music genres like lo-fi, acoustics, or nature sounds. Visual elements are also important – overlays and backgrounds are often put together to match that comfortable feel, with the streamer’s personal brand adding that unique touch. Blankets, big cozy sweaters, warm twinkling lighting, and special appearances from pets are commonplace.

While all of these elements define the subculture’s appearance, they ultimately contribute to a larger goal: to create a space that is open and considerate of viewers. This can be aided by choice of game played – the number one discoverability factor on Twitch.

During the pandemic, slow, healthy titles have been good for streamers; Animal Crossing: New HorizonsIn particular, paved the way for many simulation games to make waves. These games do not require instant reactions or players to play for hours; they leave room for silence. That doesn’t mean the game has to be cute – for example, the Life is Strange franchise hits all the cozy beats while also dealing with emotionally heavy plots.

A Twitch representative tells Polygon that the hours spent watching leisurely game streams increased by 10% from September 2020 to September 2021, led by games like New Horizons, Stardew Valleyand Pokémon sword and Sign.

There’s also been an influx of new cozy indie titles this year. There is lemon cake by Éloïse Laroche, a café and baking simulation title, for example. and lakea narrative game by Gamious about mail delivery in a picturesque town.

healthy games is a community founded on Discord and dedicated to the love and appreciation of leisurely gaming. With hundreds of thousands of members across multiple platforms, the group has grown into a movement that has carved its way into the mainstream with the formation of Wholesome Games Direct, which featured 75 different indie titles and was part of the media showcase at E3 earlier this year. Gaming culture pioneered .

Healthy direct hosts perform during their streamed event

Image: Healthy Direct

Community co-founder and game developer Matthew Taylor believes the event’s appeal and popularity has been helped by the cozy streaming community, which in turn has helped more indie games gain recognition.

It’s not just bigger cozy streamers that have built this following, says Taylor. “Anyone who streams healthy games, no matter how small their audience, is helping to lay the foundation for the success of a new breed of gaming, and most importantly, making all gamers feel welcome.”

It’s also worth noting that not all cozy streams are about video games. A Twitch representative says there has been a 21 percent increase in cozy non-game content categories like Art, Makers and Crafters, and Food and Drink over the past year. Some YouTubers stream a combination of both. Whatever the theme, cozy streams tend to have an ongoing theme, which is to put viewers’ comfort and safety first.

CafeEla has been streaming on Twitch for several years, with a focus on slow games and art. In her streams, Ela takes time to engage in conversations with her viewers, encouraging them to relax with a hot drink (either literally or metaphorically) as she leaves existential nihilism behind. She creates a warm atmosphere with soothing imagery (like a crackling fireplace or flowing rivers) playing in the background and Pokémon plushies perched on cushions – a nod to her love for the series. Chibi-inspired art and gentle musical cues tie it all together.

But for Ela, it’s not just about the aesthetics of being a cozy streamer — it’s about having a safe place for her community to come home, have real conversations, and form emotional bonds. Speaking to Polygon, she says that convenient streamers “must be loud in welcoming everyone and showing an interest in their viewers’ lives.

“[Things like] Using inclusive language and citing community values ​​frequently, having a good mix of gaming/activity and chat interaction, and making sure uncomfortable/rude viewers have no place in your stream are key elements she outlines as methods , to achieve this.

CafeEla looks at Pokemon cards

Image: CafeEla

This mindset is carried further by the Wholesome Games community, which states on the Wholesome Games Direct FAQ page: “We actively avoid hateful content, bigotry, and developers who have been exploitative or otherwise abusive, and we encourage developers to speak out to support charitable causes.”

In order to create a welcoming space within streaming, some say it is necessary to take a clear stand against hateful language and behavior on the platform, especially in the age of hate attacks, trolling and the proliferation of exclusionary behavior. For many streamers, this is something that cannot be done alone.

Many moderators, who are often unsung heroes of Twitch, keep chat rooms safe and convenient by monitoring offensive comments or attitudes within a stream. They also help with chat commands, spread the use of channel emotes, give feedback to streamers, and mod for other channels outside of Twitch such as. B. on Discord.

Jordan Chow, also known as ModernChow, is a mod on Twitch for the streamers Vana and Mischacrossing. For him, mods in convenient streams play a role in welcoming new viewers into the supportive environment the streamer has created, or as he puts it, “creating a similar feeling as going to your favorite coffee shop, where the staff knows you and your back welcomes you.”

While Chow also enjoys interacting with high-energy channels, he believes cozy content offers a unique space for chatters and lurkers on Twitch. He likes the option of “being fully tied up [or] Multitasking around other tasks while having the convenience of stream.”

No matter what viewing style users choose, comfortable streaming environments encourage engagement and support at all levels. This is supported by a study from Tilburg University, which concluded that tight-knit Twitch communities can provide support and distraction to fellow viewers for anyone going through a difficult phase in their lives.

So again, what is a cozy stream at its core?

It’s all about settling down with a blanket and a warm drink, and snuggling in to the soothing sounds and sights of a relaxing stream. It means hanging out with a community of like-minded people who enjoy the same activities as you do. It’s that feeling of going back to where you belong and leaving the toxic culture at the door.

With more cozy communities popping up on Twitch every day, this is the perfect way to discover welcoming voices that put friendliness at the heart of their content.

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