Twitch – Opportunity Beyond Gaming?

Since January 2020, Twitch’s viewership has more than doubled from 1.36 million to 2.9 million.  This isn’t surprising given that most people are spending their time at home due to COVID-19 and are constantly looking for new content to consume.  Consequently, Twitch is working to diversify its programming and to feature live concerts, cooking classes, fitness classes, etc. to appeal to a larger audience outside of just gamers.

"Non-gaming content will be an important part of Twitch's future growth plan. It won't replace or even compete with the volume of gaming content, but it will draw valuable audiences that will help diversify Twitch's product offerings.”

 -Dan Beer

Group director of strategy, Deloitte Digital

With this growth and new user base, comes a unique marketing opportunity for brands.  These brands, however, will need to be careful about the messaging that they put on the platform as Twitch’s audience is made up of educated consumers (about half of which are 18-34) who are "wary" of large brands.  These individuals don’t want to be served an ad that interrupts their experience on Twitch.  Rather, the ad must be authentic, creative, and complementary to the experience the platform provides.

"If you're a brand that spends a lot of time crafting a carefully curated message, toss that approach out the window.  Be nimble and malleable, replacing brand polish with brand authenticity."

-Dan Beer

Group director of strategy, Deloitte Digital

 

Article Reference: https://www.marketingdive.com/news/twitchs-broader-positioning-beyond-gaming-connects-with-viewers-brands/595139/