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Study: Streamers Now Wasting Record Amounts of Time Finding Something to Watch
(www.tvtechnology.com)
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"Streamer" has been a widely-used entertainment-industry term for streaming companies for years. It's not a new thing people are making up to be cute.
Why not just 'viewers'?
It's not referring to viewers in the title though, it's talking about the streaming services
Combining those, it sounds to me like their usage of "streamers" is referring to the viewers. If they meant the services, it'd read more like "Streamers now wasting record amounts of people's time".
Streaming platform\service is how I've heard them being refered for years in different languages.
For how long? First time I heard that term was when Vinesauce started streaming via Livestream around 2010-ish (I didn't watch them during their Livestream days, wish I had; sounds like they had a neat setup).
Edit: justin.tv originally launched in 2007, which would have potentially put it before Netflix's announcement to start a streaming service.