Cozy streamers on Twitch are combating hate on the platform

People come to Twitch for many different reasons — to check out new games, to laugh, and to see skilled gameplay among them. A new subculture, cozy streams, has seen a surge in popularity the past few years. This term is widely used on the platform. A new cozy tag was introduced this year, and whole streams teams have been dedicated to it. What does cozy streaming mean and what draws viewers to it?

Cozy streams can be easily seen from the surface. These streams are known for their slow pace, relaxed atmosphere and feeling of escapism. These elements may be used by streaming artists through relaxing alerts and gentle music such as lo-fi or acoustic. Visuals are also important — overlays and backdrops are often curated to match that comfy feel, with the streamer’s personal brand giving that unique touch. It is common to have blankets, large, cozy sweaters, twinkly lighting and pets showing up for special occasions.

All of these aspects define the appearance and feel of the subculture. However, they all contribute to an overall goal: making the space open and welcoming for viewers. This can be aided by the choice of game played — the main discoverability factor on Twitch.

The streamers did very well with slow-paced and wholesome titles during the pandemic. Animal Crossing New HorizonsSimulator games have been a huge success thanks to them. These games don’t require instantaneous reactions or for players to binge them for hours; they allow space for stillness. This doesn’t mean that the game has to be cute — as an example, the Life is Strange franchise hits all the cozy beats while also dealing with emotionally-heavy plots.

According to a Twitch representative, the number of hours people spend watching game streams has increased by 10% between Sept. 2020 and Sept. 2021. This is due in large part to games like New Horizons, Stardew ValleyPlease see the following: Pokémon Sword And Shield.

There’s also been an influx of new cozy indie titles this year. There’s Lemon Cake from Éloïse Laroche, a cafe and baking simulation title, for instance. Also LakeGamious has created a story-driven game called ‘Post Delivery in a Picturesque Town.

Wholesome GamesDiscord is where you will find a group dedicated to cozy gaming. Now with hundreds of thousands of members across multiple platforms, the group has turned into a movement that’s forged its way into mainstream gaming culture with the creation of Wholesome Games Direct, which featured 75 different indie titles and was part of E3’s media showcase earlier this year.

Image by Wholesome Direct

Matthew Taylor is the co-founder of this community and also a game developer. He believes that cozy streaming helped to increase the recognition of indie titles.

It’s not just larger cozy streamers that have built this following, Taylor says. “Everyone streaming wholesome games, no matter how small their audience, is helping to lay the groundwork for a new kind of game to succeed, and most importantly, for all players to feel welcome.”

It’s also worth noting that not all cozy streams center around video games. A Twitch representative says there’s been a 21% increase in non-gaming cozy content categories such as Art, Makers and Crafters, and Food and Drink over the past year. A mix of the two is possible for some creators. No matter the topic, cozy streams have a common theme: to provide comfort and safety for viewers.

CafeEla streams on Twitch since several years. She focuses on art and slow-paced gaming. Ela takes the time to have a conversation with viewers during her streaming streams. She encourages them to relax with a cup of tea or coffee, and leave behind existential nihilism. She creates a warm atmosphere with soothing visuals (such as a crackling fireplace or flowing rivers) playing in the background and Pokémon plushies sitting on cushions — a nod to her love for the series. Chibi-inspired art is woven together with soft melodies.

But for Ela, being a cozy streamer is not just about aesthetics — it’s about having a safe space that her community can come home to, embrace genuine conversation, and form emotional bonds. Speaking to Polygon, she says that comfy streamers must “be vocally welcoming for all people and show an interest in their viewers’ lives.

“[Things like] using inclusive language and stating community values often, having a good mix between playing/activity and chat interaction, and also making sure that uncomfortable/rude viewers have no place in your stream” are key elements she outlines as methods of achieving this.

CafeEla

This mindset is extended upon by the Wholesome Games community, which claims on the FAQ page for the Wholesome Games Direct that “We actively avoid hateful content, bigotry, and developers who have been exploitative or otherwise abusive, and we encourage developers to use their voices to support worthy causes.”

In order to foster a welcoming space within streaming, some say, it’s necessary to take a firm stance on hateful language and behavior on the platform, especially in the age of hate raids, trolling and the prevalence of exclusionary behavior. For many streamers, this is something that isn’t done alone.

Many moderators are often overlooked heroes on Twitch. They keep chat rooms safe by monitoring abusive comments and attitudes in streams. Moderators also aid with chat commands, distribute channel emotes and give feedback to streamers.

Jordan Chow, AKA ModernChowMod on Twitch, he is for mischacrossing and Vana. For him, mods in comfy streams play a part in welcoming new viewers into the supportive environment that the streamer has set, or as he puts it, “create a similar sense of walking into your favorite coffee shop where the staff knows you and welcomes you back.”

Chow enjoys interacting with energetic channels. However, cozy content is a great way for chatters as well as lurkers to Twitch. He likes the option “to be fully captivated [or] multitask around other tasks as I have the comfy stream up.”

Comfortable streaming environments encourage support and engagement at every level, regardless of the viewing preferences. Tilburg University conducted a study that found tight-knit Twitch communities could be supportive of other viewers and provide distractions for people going through tough times.

So then, once again: At their core, what’s a cozy stream?

It’s about settling down with a blanket and a warm drink, and curling up to the soothing sounds and visuals of a chilled-out stream. It’s hanging out with a community of like-minded people who enjoy the same activities as you. It’s that feeling of coming back to where you belong, and leaving toxic culture at the door.

With more cozy communities popping up on Twitch each day, it’s the perfect way to discover welcoming voices who put kindness at the heart of their content.