A new study estimates that revenue-earning American Twitch streamers grew to nearly 9,800 in 2017 (a 59 percent increase from 2016) and made an estimated $87.1 million (representing a 30 percent YOY increase). Surprised by how inane sitting around and having people watch you play video games can being in millions? Me too.
Twitch is one of the fastest-growing platforms for American content creators. With regards to the year over year growth in number of creators themselves, Twitch falls juuuuust behind Instagram and YouTube, and ranks second behind Instagram in YOY revenue growth for those creators.
The nuanced relationship between the streamer and his audience is where the jackpot lie. The similarity of that with our relationship to famous celebrities and artists and athletes is what makes it reasonable, and the fact that the viewer is even closer to the action makes it even more compelling. These streamers spend hours online talking, chatting, playing with and interacting with live viewers who are privy to their personality, likes, dislikes and inside life.
This openness allows for digital marketers like you and me to use them as subtler influencers who can truly make a mark upon their audience. Gone are the days where you have to write script for an advertisement or pay to place a static display ad on a website that everyone is likely to ignore. Have the streamer talk about the brand/product/service or occasionally have them use it in casual activities and the implications of having thousands of viewers watching and being persuaded means that there are possibilities akin to the Rick and Morty McDonalds Szechuan Sauce fiasco.
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