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The truth about Twitch

Truth Collective Truth CollectiveAug 24, 2021

Twitch logo

Trying to keep up with all the latest trends, apps, platforms and trending apps on platforms? It can be a lot, so let us help keep you up to speed with a deep dive into one of the fastest-growing communities on the web.

What is it?

Twitch is an Amazon-owned online service for watching and streaming digital video. It can be accessed anywhere: on browsers, mobile devices, game consoles and OTT boxes/smart devices. If you have an Amazon account, you have a Twitch account. Though initially created to let users stream video games, Twitch now provides the ability to stream an incredible variety of activities, from full TV series watch-alongs to music, jigsaw puzzling, coding, crocheting and beyond.

Twitch access methods

Who’s watching?

  • 30M daily active users on average, with 100% new growth
  • Twitch is growing as fast as TikTok; it currently has 12M daily users
  • Average user spends 95 minutes per day on Twitch
  • The largest percentage of viewers (25%) comes from the U.S.

Twitch audience: 65% Male, 35% Female, 73% under 35, 17% 35 and older

Why should I care?

The gaming industry is bigger than movies and sports combined. Worth almost $180B, it has surpassed the combined revenue of the global film ($100B) and North American sports ($75B) industries . Twitch is the number one place to watch esports. The platform is responsible for 70% of all esports viewing and 92% of esports fans prefer to watch on Twitch.

Twitch is the #1 place to watch Esports

It’s got a BIG influencer culture.

  • 62% of viewers engage with esports and gaming personalities daily.
  • Twitch influencers (or “Partners”) get to choose how often and how long ads run during their content.
  • 64% of viewers purchase products recommended by streamers.

Isn’t it just another media channel?

Nope! What really captures attention on Twitch are the unique sponsorship offerings:

  • Interactive activities called “bounty boards” let your brand set gamified on-stream tasks or goals for streamers, and allow you to engage directly with Partners and their audiences.
  • Totally unique activations in the form of interactive events or brand-related streams. The sky’s the limit, but with the help of the Twitch Brand Partnership Studio, we can identify a novel and authentic connection between your brand and the community.

Like any media platform, Twitch has demographic targeting options
and a selection of standard media buys, including pre-roll and mid-roll video, display units, and channel and event sponsorships.

Can I just add Twitch as a media channel and run existing assets?

Twitch isn’t like any other social medium. It requires a different approach if you want to capture (positive) attention from your audience.
Truth is here to help you:

  • Align your brand with the right Twitch opportunity
  • Embrace Twitch culture and celebrate the community
  • Support content creators
  • Not take yourself too seriously
  • Be as genuine as possible

Inspiring Twitch activations from other brands:

Totino’s Super Bowl Ad
Twitch chat controlled an interactive mechanical-bull couch.

Wendy’s & Animal Crossing
Wendy’s Twitch channel streams the Nintendo Switch exclusive.

Wild Earth Teachable Moments
Expert-hosted safaris, streamed for a younger demographic

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