Meet LittleSiha: The accidental Twitch star who turned her favorite game into a career

In a recent sponsored stream, Avery Price, better known as "LittleSiha" on Twitch, offered her community a behind-the-scenes look at content creation from her perspective. The stream began with Price hosting a "get ready with me"-styled makeup tutorial, teaching viewers how to recreate looks inspired by Just Dance coaches.

Between perfecting her dramatic cat eye and sharing other makeup techniques, Price excitedly announced her acceptance as a library volunteer.

"Did I tell you guys? I got accepted to volunteer at my library,” Price said during the stream. “I had to do an interview and background check and everything. And they said, 'Yeah!'"

The chat immediately erupted with supportive messages of "LETSGO" and "VeryPog." Before continuing her tutorial, Price shared an endearing anecdote from her interview at the library: "The reason why so many librarians are on the older side is because most people have had the job literally forever and no one ever wants to leave."

Throughout the stream, Price continued chatting with her viewers like friends just hanging out. Except this group gathering saw nearly 10,000 members of her community engage over the course of the livestream. Like all good friends, Price’s viewers shared their own styling tips with one another. One viewer offered sage advice for applying powders ("You can tap the brush after putting pigment on to loosen the powder"), while another member of the community advised Price to “use edible glitter so u have a snack afterwards.” The conversation continued for hours. Price had her viewers’ undivided attention.

Price's success in building a vibrant community around shared experiences aligns with broader trends in consumer behavior. In fact, a recent study by Amazon Ads found that 83% of surveyed consumers say their communities influence their entertainment and media choices, such as watching TV, listening to podcasts or music, or tuning into livestreams.¹

From Just Dance competitor to Twitch streamer

Price's journey into streaming began in 2014 when she stumbled across an advertisement for a gaming competition at age 20.

"I've been playing Just Dance since the first one came out, when I was like 15," she recalls. "One day, I saw this ad online that was like, 'Oh, we're doing Just Dance esports now. You can compete online and if you are in the top two for your console, you will be flown to Paris to compete.'"

Price’s decision to give it a try changed the trajectory of her life. "After the first week, I was number one on my console's leaderboard. So, I was like, 'Oh, am I actually good at this?'" It turns out, Price was very good at Just Dance. Price competed all summer, channeling her lifelong love for dance into her every move.

The competition eventually led her to Paris, where answering an impromptu call for English-language co-hosts helped her discover a new passion. "They were livestreaming each bracket on Twitch, but because it was in Paris, everyone was speaking French, and they were like, 'We need someone who can speak English to co-host,'" Price explains. "I had never heard of Twitch before, but I knew all the ins and outs of the game. So, I co-hosted one of the brackets and I had such a good time.” The live nature of the Twitch broadcast exhilarated Price and provided a new challenge for her to tackle.

When Price returned home, she immediately began researching Twitch. After finding Just Dance as a category for viewers to watch on the service, Price made up her mind. With little more than her PlayStation 4 and the Twitch mobile app on her phone, Price officially began her streaming career as LittleSiha.

Price explains, “I didn't have any equipment, no microphone. I talked to chat through my phone, and I kind of fell into success.” After a decade of streaming, Price’s career—and community—continue to grow.

How LittleSiha makes brand collaborations feel natural

When it comes to working with brands, Price’s approach is to make content that feels organic to her channel and audience. Her year-long partnership with the maker of a smartphone exemplifies how she maintains authenticity while working with major brands.

"Every time I come to them with an idea, they're like, 'Oh yeah, that sounds like fun,'" she shares. This creative freedom allows her to integrate brand messaging naturally into her content, such as demonstrating how the latest phone from her sponsor helps streamline her content creation process.

Previous partnerships, facilitated through Twitch’s Brand Partnership Studio, included snack brands and even an auto parts manufacturer. With the latter, Price turned what could have been an unusual collaboration for a Just Dance streamer into an engaging stream by playing a car mechanic simulator on her livestream—and her community couldn’t get enough of it. "People created copypasta that was like, 'wow, LittleSiha, thank you so much for influencing me to check out that auto shop today. I can't wait to go check it out in my local area.'"

Building safe spaces for viewers and brands alike

As Price’s career grows, so does the number of viewers tuning into her livestreams. As such, keeping her community safe is a top priority. She relies on a strategy that includes both human moderation and Twitch's comprehensive suite of moderation tools, including AutoMod, which she has customized to align with her stream's tone.

"Twitch has made safety a lot easier over the years," Price explains. "I feel like that's probably the number one category where they're best at listening to feedback." While she maintains her authentic voice—including the occasional colorful language—she ensures that harmful content is automatically filtered out.

Price also has a dedicated team of moderators, carefully chosen from community members who view her not just as a streamer, but as a friend.

"My moderators don't just say 'yes' to whatever I do," she notes. "They regularly tell me if I'm wrong about something." This approach has created a trusted circle of support, with Price having met many of her moderators in person, either at TwitchCon or through personal visits.

LittleSiha in an excerpt from a custom Paid Post with The New York Times.

How Twitch helps brands find their fans

The rise of livestreaming has created incredible new opportunities for brands to form meaningful connections with their audiences. In a custom Paid Post on The New York Times, Amazon Ads goes behind the scenes with prominent Twitch streamers, including Avery Price, to uncover their secrets for building engaged communities, and share how brands can get in on the action.

Sources

¹ Amazon Ads custom research with Strat7 Crowd.DNA. Beyond the Generational Divide: The new rules for consumer connection. Fielded December 2024 to January 2025. Data reflects AU, BR, CA, DE, ES, FR, IT, JP, MX, U.K., and U.S. aggregated. Base: All respondents (26,400), Gen Z (6,680), Millennials (6,680), Gen X (6,668), Baby Boomers (6,372).