![]() Company-sponsored tournaments aren't a new phenomenon, but PepsiCo's sponsorship allowed the beverage company more control than most other sponsorships.Īds for Brisk ran throughout the tournament and a Brisk-themed car was released into the game for players to use. To promote a limited time Brisk product, PepsiCo sponsored an off-season video game tournament for the game Rocket League. The site is powered by visual content, so let's explore some examples to back up these goals. 11 Ways Brands Use Twitchīrands use Twitch to increase brand awareness, target specific audiences, produce branded streams, and leverage influencer marketing. If, by now, you are mulling over a few ideas about how you can fit Twitch into your marketing efforts, let's talk about how brands are using Twitch, next. Still, as marketers know, those numbers could be an essential part of your target audience. ![]() Though the audience has a large young male presence, that demographic isn't the entire platform's user base.Twitch's most popular female streamer, Pokimane, has 9.2 million followers - making her one of the platform's top 10 most popular streamers. In the same report, it was also noted that 21.41% of traffic comes from the U.S., making it the country with the most representation on the platform - with Germany, Korea, Russia, and France not too far behind. When SimilarWeb studied the web behavior of Twitch users, they found primary keywords this audience searched for were "video games consoles and accessories," "games," "software," and "news." From that information, we can infer that the majority of Twitch users are interested in games and the technology needed to play them. Who uses Twitch?Īccording to research by SimilarWeb, 79.62%% of Twitch's users are male as of May 2022, and the bulk of the platform's audience (about 37.11%) are between the ages of 18 and 24 years old. To get some perspective on Twitch's users, we'll take an in-depth look at Twitch's primary audience. Though the streamers produce the content, Twitch has a dedicated fanbase that expands across the globe. For example, Doritos is a proud sponsor of TwitchCon. The platform also has its own convention called TwitchCon - a bi-annual event celebrating the streaming industry as well as a chance for the platform's broadcasters to connect with their fans and peers in person.įans can attend sessions led by their favorite streamers and buy branded merchandise from a slew of vendors and event sponsors. In fact, it's common for streams to last for an hour or two. ![]() Twitch enables fans to connect with streamers, and it allows users to watch content they're interested in on a platform that supports long-form, live broadcasts. However, there are other programs such as talk shows, cooking shows, sporting events, and gaming conventions that also pop up on the site. TwitchCon’s last in-person iteration, its San Diego event in 2019, reportedly attracted more than 28,000 attendees.Twitch is mainly a platform for gamers to watch and perform live play-throughs and commentary. “This is why we’re especially excited to invite everyone to come celebrate, experience, and be a part of something so unique and special.” “With so many new creators, viewers, and moderators who have joined Twitch during this pandemic, many have not yet had the opportunity to meet the communities they’ve created or been welcomed into,” Twitch added. (If you’re curious about what being a partner/affiliate entails and how the two categories differ, we wrote about that here.) The platform said it now has more than 50,000 partners and more than 1.2 million affiliates. In 2020 alone, it added 8,550 new partner streamers, and 548,000 new affiliate streamers, plus experienced “the biggest growth in viewership we have ever seen in the history of Twitch,” it said. Twitch also took a moment to note how its creator and user community has grown during the past year’s content-making, content-watching boom.
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