More than 60% of Gen Xers and 70% of millennials claim to have played a video game during the past 60 days. Gamers aren’t a consumer base marketers should overlook.
The gaming industry has grown exponentially from $52.8 billion in 2012 to $115.3 billion in 2018. During this time, eSports also erupted, raking in a projected $694 million in marketing during 2018, so Twitch, a digital platform for gamers, has grown in popularity, too.
But as popular as gaming is, Twitch has been shifting to a broader focus, including the streaming of a long list of creative activities.
What Is Twitch?
Twitch, an interactive, video-based site, allows users to stream or broadcast their content, most often footage of their video game sessions, for other users to discover, watch and learn from. Twitch viewers can provide live commentary on streams through chat options and subscribe to their favorite streamers, like they do on other social media networks.
Users can create their own channels, similar to YouTube, where their videos are housed in a library and others can easily find their content. Their channels keep track of the number of followers they have and the number of users they are following. Take a look at popular user, HuzzyGames’ channel as an example:
How Large Is the Twitch Audience? And Who Are They?
Twitch hosts more than 15 million daily active users (DAUs) and maintains relationships with more than 220,000 affiliates (users who monetize their streams) and 27,000 partners (users who monetize their channels with exclusive options and badges with additional storage and verified chat badges). But what’s more is Twitch has expanded its function, making the site’s streaming capabilities popular for vloggers, anime artists, comedians and other creatives, not just gamers.
Four out of five Twitch users are male, and more than half of users are between 18 and 34 years old. The average Twitch user spends 95 minutes per day logged to stream while interacting with other users.
How Can Twitch Help Marketers?
82% of gamers say sponsorships and advertising are good for the gaming industry, making Twitch users ideal for promotions and other paid messages. And as Twitch grows for other creatives, in addition to gamers, the potential exposure and marketing opportunities grow, too.
Twitch, which is owned by Amazon, offers marketers the potential for social-based and crowd-sourced efforts. Twitch’s Director of Business Development, Jane Weedon, highlights PepsiCo as a master marketer for their excellent leverage of Twitch’s true crowd-sourced marketing potential. In order to promote Brisk, PepsiCo’s iced tea brand, PepsiCo developed an off-season gaming tournament for popular video game Rocket League. Throughout this tournament, commentators and players drank Brisk and spoke about the product. This exposure encouraged consumer interaction on social media and sparked a conversation about in-game customizations that could feature Brisk’s logo and branding. The event’s slogan, created by fans, was “Take the risk. Drink the Brisk.”
As sites like Twitch grow and expand to accommodate more industries, marketing within this industry requires creativity, inclusivity and expert execution. Brands who embrace the challenge are likely to reap the benefits of an audience receptive to messaging that is part of the Twitch experience.