Yup that's how it always works.
It's how it works with companies like Microsoft, who can throw money into a hole.
I'd bet they'd be much better off in the long run to find 5 or so channels with like 200K followers each, who all have an affinity for the game and a more engaged audience. This guy is a variety streamer, his audience is clearly coming to the channel for him more than the games. He won't do anything of value in terms of selling Crackdown.