On Wednesday the #ForYou team hopped back on Substack live to talk about the cultural moments and news that caught our eye throughout the week and the takeaways for brands, creators, and marketers.

We’ll be back on Substack live next Wednesday, 11/5, at 3:15p ET / 12:15p PT! In the meantime, drop a comment if there are any specific topics you want us to discuss 👇

Here are the topics we dive into:

* Justin Bieber is officially a Twitch streamer now [00:15]. Justin has promised to livestream “pretty much every day” leading up to his headlining performance at Coachella 2026. While celebrities have appeared as guests on Twitch livestreams before, Justin is the first major celebrity we’ve seen create his own profile and livestream. We share our predictions on if more celebrities and brands will start making their way to the platform.

* Netflix is investing in real-time streaming and engagement [8:16]. Netflix is investing more in their livestreaming, from WWE matches and Nasa launches to interactive, real-time voting for live content. And this isn’t just about engagement; it’s a strategic move to scale their ad-supported business as new subscriber growth plateaus.

* Scarcity is driving hype with Halloween costumes [12:43]. Netflix underestimated the popularity of KPop Demon Hunters, which led to high demand for costumes and merchandise that weren’t widely available in stores. This scarcity drove audiences online (e.g., Amazon) to seek products, amplifying the franchise’s visibility and creating a self-reinforcing loop of hype and sales.

* If you’re also fascinated by the cultural phenomenon that is KPop Demon Hunters, check out this Who? Weekly podcast episode diving into the REAL members of the FICTIONAL KPop group, Huntr/x

Get full access to #ForYou by Melissa Blum at mtdeco.substack.com/subscribe