Streaming platforms are at the top today. In addition to Netflix, Max and Spotify, Twitch has taken a huge piece of the streaming pie for itself. What is this platform and why should marketers not associate it only with computer games?
Twitch – a platform not only for gamers
Twitch is a service that combines streaming, YouTube, and traditional TV — allowing anyone with access to a webcam and microphone to live stream to hundreds (tens of thousands in the case of larger channels) viewers.
The platform attracts primarily computer game lovers; Gameplay streams make up the vast majority of streams… Although we can easily find channels from any sphere of life there. From backstage streams to political discussions, whatever you can think of, it’s probably in its audience on Twitch.
Who are Twitch users?
There is no other platform for live broadcasting as large (this option is also offered by YouTube, but this is not its main function) – we are talking about almost 250 million unique users each month and 8 million streamers from various niches. Gaming channels continue to dominate — although many creators with new forms of content appeared on the platform during the pandemic.
The vast majority of viewers are between the ages of 16 and 34 — that’s almost 75%. Young men are predominantly among them — if you’re wondering how to reach them, Twitch is one of the best answers — although the number of active female streamers and users on the platform is growing all the time.
Importantly, Twitch’s audience is one of the most openly disposed to… Ads. According to research conducted by the platform last year, about 80% of users are able to accept ads displayed during the broadcast if part of the revenue eventually goes to the streamers they follow (and it does). Viewers on Twitch are also more engaged with the content they watch (experience) than when browsing traditional social media or, even more so, watching TV. Why? For many of them, streams are only half of the experience, with interactions with creators and other viewers accounting for the other.
What does Twitch allow marketers to do?
Compared to YouTube or Instagram, Twitch doesn’t offer marketers as many tools to promote their brands. Which does not mean that there are no none.
The main format for brands looking to show up on Twitch is… traditional video ads (Twitch Premium Video). Just like on TV, they are displayed before and during the live broadcast. You can’t skip them (except for subscribers of a given channel, who won’t see ads at all during the stream!), but you can click on them — then you will be taken to the brand’s website.
This is one way to run marketing campaigns. The second is, of course, direct cooperation with streamers, i.e. influencer marketing. Twitch is perfect for this – because behind each creator there is an engaged, active community, which usually also has its own specific profile (and for a marketer, such an audience is a real treasure).
By the way – a big advantage of Twitch from the advertisers’ perspective is… much less competition compared to, for example, social media platforms. Advertising on Twitch does not have to compete for the viewer’s attention – it is either played during the break in the broadcast or is an integral part of it – and does not create the so-called advertising clutter, which is very burdensome for the recipient and reduces the attractiveness of promotional materials.
If you’re looking to reach Gen Z, Twitch can be a very interesting option for your brand to complement traditional strategies (e.g., SEO). It’s important that you have an attractive, light offer in your hands (the Twitch audience is primarily looking for entertainment!), an engaging advertisement or an idea for a creative collaboration with a popular streamer!