As someone who works w/ brands to find influencers, here is my exp. Five years ago, viewership numbers were key. The more eyes, the better.
Now, click-thru rate (CTR) and conversions matter, not just eyes. Brands want people that sell their product, not just talk about it.
I'm convinced most MMO players will never be truly satisfied again. Just constantly searching for that "feeling" while passing up on some great experiences.