The popularity of livestreamed events has exploded in recent years, and one prime example of this is the annual boxing tournament hosted by Spanish Twitch streamer Ibai Llanos, known as La Velada del Año (The Evening of the Year). Over the course of just four years, this event has skyrocketed from a small affair featuring matches between a few influencers from Spain to a global phenomenon with over 20 combatants and a lineup of musical performers. The latest iteration of the tournament saw a record-breaking 5.9 million Twitch users tuning in to watch, with the event taking place at a packed 80,000-seat stadium in Madrid.
Among the many notable acts at La Velada del Año was the appearance of Hollywood superstar Will Smith, who not only performed as a headlining musical act but also led the crowd in a rendition of the iconic Fresh Prince of Bel-Air TV show theme. Smith’s participation marked the first time an English-speaking performer graced the event’s stage, but it was not the main highlight of the evening. According to data from StreamsCharts, the most-viewed moment during the livestream, which also set a record with 3.8 million simultaneous viewers, was a boxing match between two influencers, one from Spain and one from Chile.
This event serves as a perfect reflection of the current landscape of internet popularity in 2024. One of the key aspects is the prominence of the boxing matches themselves. Combat sports have long been used as a promotional tactic by influencers, with examples ranging from the controversial YouTuber turned MMA fighter Logan Paul to tech billionaires Mark Zuckerberg and Elon Musk, who even went as far as preparing for a cage match last year before it was canceled. In an era where cultural significance is often measured by the size and intensity of online fan bases, the spectacle of famous figures physically battling each other holds a powerful appeal.
However, it is important to note that these influencers and internet personalities are aware that these matches are not truly competitive. Many of them regularly collaborate with fellow streamers from around the world, leveraging their combined audiences and fan bases for increased engagement and visibility. This collaborative spirit was evident on the same day as La Velada del Año, when YouTuber MrBeast released a video titled “50 YouTubers Fight For $1,000,000.” While the format and inspiration for the video were clearly influenced by Ibai Llanos’ tournament, Ibai himself also made an appearance in the video, preemptively dispelling any potential fan conflicts between the two streamers.
Furthermore, the fact that these competitions are designed specifically for Twitch broadcasts means that they borrow heavily from the structure of esports tournaments as much as traditional UFC fights. Ibai, who serves as the MC and commentator for the evening’s matches, initially gained success on Twitch as a Spanish-language League of Legends announcer. He has since expanded his empire, venturing into television talk shows and co-founding the Kings League, a soccer league that incorporates video game-inspired rules such as power-ups to enhance the viewing experience. The gaming industry is already massive, and the increasing interest from marketers suggests that events like La Velada del Año, which bridge the gap between gaming culture and more traditional entertainment spaces, will only become more prevalent on Twitch and beyond.
Interestingly, while Twitch streamers continue to gain popularity and attract larger audiences, the platform itself has faced some challenges. In recent years, Twitch has seen a decline in both user and revenue growth and has yet to turn a profit since its acquisition by Amazon in 2015. In February, the site made the decision to completely withdraw from the Korean market, which had previously been one of its largest foreign markets. However, despite these setbacks, the growth of livestream audiences has persisted, with Spain emerging as a particularly lucrative market for Twitch streamers. Streamers in Spain have the unique advantage of being able to connect with a global Spanish-speaking audience while also capitalizing on lucrative European marketing deals.
In conclusion, La Velada del Año exemplifies the ever-growing popularity of livestreamed events and the influence of internet personalities in today’s society. The combination of exciting boxing matches, collaboration among influencers, the integration of gaming culture, and the ongoing growth of livestream audiences showcases the dynamic nature of online entertainment. While platforms like Twitch may face challenges, the appeal of livestreamed events and the power of online influencers are undeniable and will likely continue to shape the entertainment landscape in the years to come.
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