[corobo]

They are. Brands are starting to stream directly. Game companies especially.

If not streaming directly, they're in channels where the streamer is playing their game. They'll give out DLC codes so that the streamer plays the game longer and the game studio makes a mint off the back of the viewers. Content created.

A 20 quid DLC key gifted to the streamer will buy you an hour long gameplay ad easily, usually way longer.

There's so many streamers out there they just sort by view count and cherry pick the brand safe ones. They don't need to change their criteria.