Drama is a popular money farm because it is self-propagating in many cases, so long as it doesn't backfire. Like the whole Asmon and Hasan thing that was going on for a while - one of them would talk about the other person, then the other person talks about the other person, then the other person reacts to that, and so on.
The issue is that when it does backfire, it can cost viewers. You also need a certain amount of clout - i've seen lots of smaller streamers try to start drama with much larger streamers, but many of the larger streamers understand it is just a ploy to boost the smaller streamer's viewership and they don't engage with it