They did pay streamers and YouTubers to promote the site and ran multiple streamer competitions. So they definitely took advantage of it and incentivized people

They did pay streamers and YouTubers to promote the site and ran multiple streamer competitions. So they definitely took advantage of it and incentivized people to stream. Even Magnus began playing a bit on the site despite being part owner of a competitor, if I understand it correctly. Porsche is attempting a similar path in iRacing by running multiple competitions with both pros and well-known streamers. It generates great content that attracts new people. Win for everyone involved but it wouldn't happen without someone pulling it all together.