With live streaming video becoming a trend in the digital space, platforms like Twitch.tv are starting to generate buzz among marketers, PR Agencies, and influencers. Originally created with a focus on video game live streaming, Twitch now includes creative content, “in real life” streams, and more recently, music broadcasts. As of this year, Twitch has developed a HUGE community of over 2.2 million broadcasters monthly and 15 million daily active users that some brands might want to start thinking about engaging.
What Type of Content Does Twitch Broadcast?
In 2011, Twitch was initially designed to be a platform for live-streaming of gaming content, including eSports gameplay and tournaments, personal streams of individual players, and gaming-related talk shows. Since then, Twitch has expanded into non-gaming content, including music streams (i.e. radio shows and music festivals), as well as creative streams (i.e. social eating shows and painting demonstrations) to cater to many different audiences. While the majority of viewers still come to the website for gaming streams, more and more fans of the platform are starting to explore the other areas of Twitch. In March of 2017, Twitch’s “IRL (In Real Life)” channel topped the “10 Most Watched” channels on Twitch, marking the beginning of content other than gaming-related content as a motivator for people to watch. From Mukbangs (watching people eat) to streams of Bob Ross’ The Joy of Painting, Twitch now has content for almost anyone.
Can People Make Money Off of Twitch?
While Twitch is a free platform, broadcasters/streamers have the ability to make money off of the platform by courting sponsorships, much like influencers on YouTube, Instagram, etc. The streaming platform has its own Partner Program, which allows popular content producers to share in the advertisement revenue generated from their streams. In addition, Twitch users “subscribe” to some Twitch channels for a small fee to gain access to special Subscriber content, and a percentage of the fee goes to the broadcaster.
How are Marketers Using Twitch?
Brands are starting to take advantage of the Twitch platform to reach a new demographic of males 18 to 34 who largely make up the audience here. Brands like Coke, Pepsi, Bud Light, Pizza Hut, Red Bull, and Old Spice have looked to Twitch to hit the male demographic that Instagram partnerships can’t. While partnering with an influencer is one way to market a brand on Twitch, there is also an opportunity to own share of voice on the platform. For example, the Washington Post has launched a channel on Twitch to stream live news and interviews with politicians and reach a new host of viewers who aren’t currently interacting with their content elsewhere.
Overall, Twitch.tv is a platform worth looking into for the right brand, especially when trying to target Gen Z and Millennial men. The website is shaping up to be a much larger social channel in the digital space pretty quickly and might be a fit for some video content strategies. How will you incorporate Twitch into your marketing plans?