{"id":19253,"date":"2026-09-01T14:53:10","date_gmt":"2026-09-01T18:53:10","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19253"},"modified":"2026-09-01T14:53:11","modified_gmt":"2026-09-01T18:53:11","slug":"audiences-are-rewriting-the-rules-of-real","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/audiences-are-rewriting-the-rules-of-real\/19253\/","title":{"rendered":"Audiences Are Rewriting the Rules of \u2018Real\u2019"},"content":{"rendered":"\n

Sponsored article provided by Twitch Ads<\/strong><\/p>\n\n\n\n

New research from Twitch Ads reveals why ‘authentic’ marketing isn’t enough anymore<\/em><\/h2>\n\n\n\n

For years, digital culture rewarded optimization. Now, young adult audiences are turning away from overly curated \u201cauthentic\u201d content and moving towards community-created content that feels \u201calive.\u201d Twitch Ads set out to map that change, and what it means for brands that still think \u201crelatable\u201d is the finish line.<\/strong><\/p>\n\n\n\n

\u201cAuthenticity\u201d has become manufactured<\/strong><\/h2>\n\n\n\n

Marketers have chased authenticity for years. They learned how to produce relatability with shaky selfie cams, casual tones, and perfectly timed \u201cunscripted moments.\u201d As more brands adopted the same signals of realness, what once felt genuine started to feel formulaic. People noticed, especially those who grew up watching the format get built.<\/p>\n\n\n\n

\u201cFor over a decade, digital culture has optimized for scale, efficiency, and algorithms,\u201d says Andrea Garabedian, Global Head of Twitch GTM at Amazon Ads. \u201cBut younger adult audiences tell us something feels missing. They aren’t looking for more content. They’re looking for experiences that surprise them, invite them to participate, and help them connect with others. That\u2019s why this research felt so important. We wanted to know what feels real to young adults today and what that means for brands trying to build lasting relationships with this audience.\u201d<\/p>\n\n\n\n

To answer that question, Twitch Ads conducted a global study exploring how younger adult consumers define authenticity today and how those expectations are reshaping content, community, and commerce.<\/p>\n\n\n\n

What the team uncovered challenged one of marketing\u2019s most widely accepted assumptions. \u201cWe knew authenticity was moving,\u201d says Paul Nesbitt, founder of Nebula Foresight, a youth culture and creator economy consultancy that helped conduct the research. \u201cYou could see younger adult audiences getting turned off by parts of digital media. At the same time, people across the creator industry were almost sick of using the word authenticity because it had been overused and over-prescribed.\u201d<\/p>\n\n\n\n

The research drew on cultural and semiotic analysis, livestream experiments, online surveys, and qualitative research with more than 10,000 participants across the Americas, Europe, and Asia. The work found that young adults weren\u2019t simply rejecting authenticity, they already moved past it.<\/p>\n\n\n\n

There\u2019s a shift from \u201cauthentic\u201d to \u201calive\u201d<\/strong><\/h2>\n\n\n\n

Nearly eight in ten consumers surveyed said social media feels fake, and more than two-thirds said they feel overwhelmed by AI-generated content. Yet these same audiences continue to spend time with creators, communities, livestreams, fandoms, and other participatory experiences online. Young adult audiences aren\u2019t rejecting technology or trends. What these audiences are rejecting is content that feels manufactured.<\/p>\n\n\n\n

The research revealed a growing preference for content that feels alive. Across markets, three traits consistently emerged.<\/p>\n\n\n\n

    \n
  1. Surprising:<\/strong> Audiences want experiences that break from algorithmic predictability and show them something they weren’t expecting.<\/li>\n\n\n\n
  2. Deep:<\/strong> They want opportunities to immerse themselves in communities, conversations, and interests they genuinely care about.<\/li>\n\n\n\n
  3. Human: <\/strong>They want evidence that real people, rather than algorithms or optimization strategies, are behind the content they consume.<\/li>\n<\/ol>\n\n\n\n

    In many ways, these preferences are a response to the realities of modern digital life. \u201cOnce the internet starts to feel more manufactured, audiences naturally crave connection,\u201d says Nesbitt. \u201cIn live moments, you get humanness, emotion, and richness. That\u2019s why people have always gravitated toward live experiences.\u201d Livestreams and participatory communities provide room for reacting, contributing, collaborating, and shaping what happens next.<\/p>\n\n\n\n

    A new playbook for brands is taking shape<\/strong><\/h2>\n\n\n\n

    The Twitch Ads findings suggest that many of the assumptions that guided digital marketing over the last decade deserve another pass. While reach and scale still matter, younger adult audiences reward experiences that focus on creating connections rather than impressions.<\/p>\n\n\n\n

    As Nesbitt explains, many consumers now experience the internet as two distinct environments. \u201cThere is the big space where brands are everywhere and people are scrolling through culture,\u201d he says. \u201cThen there are communities where people are leaned in. That’s where brands need to be if they’re going to build relevance.\u201d For brands, that means moving away from interruption and toward participation.<\/p>\n\n\n\n

    Across the research, four themes showed up again and again:<\/p>\n\n\n\n

      \n
    1. Content is evolving from “authentic” to alive:<\/strong> Audiences reward experiences that feel surprising, deep, and human.<\/li>\n\n\n\n
    2. Participation is an expectation:<\/strong> Younger adult audiences want to help shape the experiences they engage with.<\/li>\n\n\n\n
    3. Communities are engines of culture:<\/strong> Discovery, belonging, and influence are happening inside communities, not just through social media feeds.<\/li>\n\n\n\n
    4. Creators connect culture to commerce:<\/strong> Trusted creators help audiences decide what deserves their attention, and what deserves their money.<\/li>\n<\/ol>\n\n\n\n

      Together, these shifts point toward a new set of rules for engaging adult Gen Z audiences. If the past decade\u2019s \u201cauthentic\u201d playbook functioned like a blueprint, the \u201calive\u201d version looks more like a sandbox, open-ended, collaborative, and hard to control.<\/p>\n\n\n\n

      What’s next?<\/strong><\/h2>\n\n\n\n

      This article opens a four-part series on where content, community, and commerce are heading. Next, we’ll explore why participation has become one of the defining characteristics of content that feels alive\u2014and what brands can learn from the communities already putting these principles into practice.<\/p>\n","protected":false},"excerpt":{"rendered":"

      For years, digital culture rewarded optimization. Now, young adult audiences are turning away from overly curated \u201cauthentic\u201d content and moving towards community-created content that feels \u201calive.\u201d Twitch Ads set out to map that change, and what it means for brands that still think \u201crelatable\u201d is the finish line.<\/p>\n","protected":false},"author":7,"featured_media":19254,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[8],"topics":[2],"class_list":["post-19253","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-gaming-esports","topics-editorial"],"acf":[],"yoast_head":"\nAudiences Are Rewriting the Rules of \u2018Real\u2019 | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/audiences-are-rewriting-the-rules-of-real\/19253\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Audiences Are Rewriting the Rules of \u2018Real\u2019\" \/>\n<meta property=\"og:description\" content=\"For years, digital culture rewarded optimization. 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