How Kai Cenat’s 30-Day Mafiathon Stream Made History
By Ian Shepherd
When Twitch streamer Kai Cenat reached one million viewers during his 30-day Mafiathon 3 live stream, he introduced a new way to think about entertainment. Marathon-style streams, or subathons, are transforming digital content into immersive, shared experiences where audiences participate in real time. And Twitch is embracing this with intent.
“Marathon streams, which the Twitch community calls ‘subathons,’ create a sense of shared experiences that strengthen loyalty to the creator and community,” said Pontus Eskilsson, VP Global Head of Partnerships at Twitch. “It also shows the streamer’s commitment to their community, blurring the lines between content and lifestyle, making it distinct from traditional entertainment. It’s live, unscripted, community-centric, and unpredictable, which makes it extremely fun and engaging to watch.”