Good Morning McCann with Twitch
Twitch, a livestreaming social video service, came in for our most recent Good Morning McCann earlier this week. The platform allows their global community of millions to connect around a shared passion -- gaming. On Twitch, you can watch some of the best gamers in the world, some of the worst, and you can stream your own gaming experience and find out if the world is interested in your skills.
So how exactly does it work? A gamer will stream themselves playing a game. Other members of the community can subscribe to that gamer’s channel to watch them play the game and can comment to start conversations. Sometimes the conversations don’t even have to do with the game itself, but instead other topics that the community has similar interests in, such as sports.
Twitch’s audience is 73% male and 27% female with 48% ages 18-34. The average person spends 27.4 minutes per visit on the site and 95 minutes average per day. Twitch also owns 85% market share for all esports broadcast viewership.
As a social media platform, Twitch is very cognizant of brand safety. Twitch is not a platform that allows the expression of free speech; rather they see it as a right and privilege for gamers to be on the platform. All users need to abide by the terms of service, otherwise they risk the possibility of being removed from the platform.
Twitch also has a handful of media capabilities that they can offer to advertisers that can be customized to fit each brand. The company can create custom commercials or Twitch extensions. They also have ecommerce capabilities because they are owned by Amazon. What makes advertising on Twitch unique is that the gamer gets to decide when the ad gets played, allowing viewers to not miss a minute of game play.