On any given day, 31 million people worldwide are on Twitch, watching a globe-spanning smorgasbord of community-driven content. A paleontologist hosts a dinosaur-themed live Q&A. A traveler gives a virtual tour of Singapore’s street foods. A software dev walks viewers through his bug-squashing workflow. A gamer speed-runs a high-adrenaline campaign in Legendary mode. Or a woodworker sets up a stationary camera in her Maine workshop, the sounds of sanding creating a soothing soundtrack.
Whether you’re into gaming, cooking, music or comedy, you can find it happening live on Twitch. And since this is happening in real time, viewers and streamers can interact in the moment, and have their own ways of communicating that are unique to Twitch and the many communities that live there. Combine that with the “you had to be there” excitement of live video, and you have a uniquely entertaining mix.
But since the Amazon-owned Twitch has cultivated its own rich culture and community, it may be intimidating to outsiders or brands trying to figure out how to navigate the language of livestreaming and jump into the excitement without looking like a newb. Ahead, we’ll demystify the language of Twitch, how it became beloved by streamers, and how its communities unite around core values of community-driven entertainment and support for streamers.
The rise of livestreaming
Like working in leggings, livestreaming was something millions of people fell in love with during the pandemic and never let go. To put it in math-y terms, 2020 was the inflection point, the moment livestreaming went parabolic. Millions of new broadcasts appeared seemingly overnight, and the number of new streamers coming to the service has continued to rise. In 2021, more than 15 million people decided to stream for the first time on Twitch. We watched furloughed fitness instructors teach classes online, electronic music artists spin daily sets of music to work to, and gamers face off in epic tournaments as thousands cheered them on in the chat.
The pandemic affirmed the importance of real-time connection, and the popularity of Twitch livestreaming was no exception. The Twitch community watched over 1.3 trillion minutes in 2021, up more than 30% from 2020. Like livestreaming in general, Twitch is most popular with younger adult viewers: Nearly 75% of Twitch viewers are adult Gen Z and Millennials. And it’s not done growing: a recent study projects the livestreaming market will continue to grow 22% year over year, becoming a $4.2 billion market by 2028.
Twitch is for the passionate — no matter what they’re passionate about
Twitch is where people come to share their passions, and yes, that often includes gaming, which is still the service’s most popular category. Today, categories like music, sports, art, and “Just Chatting,” which features casual conversations and Q&As between streamers and viewers, are also growing in popularity. And while Just Chatting is the number one non-gaming category on Twitch, sports content has seen significant growth in popularity lately on Twitch. In fact, hours watched of sports content increased 409% year-over-year, making it the fastest growing non-gaming vertical in 2021.
This year, Amazon and the NFL kicked off a historic, 11-year partnership that brings Thursday Night Football exclusively to Prime Video and Twitch. Securing exclusive rights to the No. 1 weeknight prime-time show is a move that seems poised to continue growing and diversifying the Twitch audience “beyond the screen.” Esports, meet … sports sports. And with Twitch, it’s not just about watching sports. Streamers love to join in on commentary during live games, and athletes have been known to come onto the service to interact with their fans.
The values that define Twitch
So if the subject matter is basically everything, what unites Twitch viewers? It’s their core values of community-driven entertainment and support for streamers.
On Twitch, viewers don’t just watch the streamers they love; they engage — like, a lot. That engagement takes many forms, from the free methods (watching a stream, dropping a kind word in the chat) to a variety of paid ways to show you care. On Twitch, there’s a whole culture around viewers offering support to the streamers they love in exchange for perks … and enough lingo to require a glossary.
Viewers can purchase a subscription, referred to as a “Sub” on the service, to a particular streamer which opens up multiple tiers of perks depending on how much you spend. Or they can Cheer a streamer on with “Bits,” Twitch’s virtual goods used to show support. Send enough Bits and you’ll unlock a special badge, an icon that appears next to your username in chat that announces your generosity to all (and might make a streamer shout you out during a livestream!). Everyone on Twitch has access to a collection of “global emotes” (Twitch-specific emoticons) for use in a streamer’s chat. But subscribers receive upgraded “custom emotes,” emoticons specific to a channel that mark them as especially dedicated fans.
Showing these kinds of direct support to streamers is a huge part of Twitch culture. In fact, 84% of Twitch viewers say that showing support for streamers is a crucial part of the Twitch experience. On Twitch, viewers experience the thrill of watching things happen live, and streamers get instant feedback and direct support from their most devoted fans. Unlike movies, TV, or even most other video services, Twitch isn’t about passive content consumption. It’s a lively exchange that rewards viewers for their zeal. No wonder people are so passionate about Twitch.
Attitudes toward advertising
Since Twitch commands a massive and highly engaged global audience, marketers can see the value in advertising on Twitch. But how do viewers feel about advertising on Twitch? They’re actually quite open to it.
Twitch viewers see advertising as support for the streamers they love. In a recent Twitch study, 72% of young adults (18+) on Twitch said they’re more likely to consider brands that support their favorite streamers. And they’re 3.4 times more likely than the average young adult to report that watching ads allows them to support streamers. While some consumers might be skeptical of sponsored content, 70% of Twitch viewers surveyed reported that they feel proud when their favorite streamers get sponsored by a brand.
There’s a halo effect at work: Advertisers align with beloved streamers, viewers happily support them both, streamers keep making the good stuff, everyone’s happy.
There are lots of right ways for brands to engage
Okay, so how do #brands jump in? There are lots of right answers to this question. As we covered earlier, Twitch viewers are not only willing to watch your typical display units or video ads, but to embrace the brands behind them.
Aligning with well-known streamers is another winning option. Twitch’s Brand Partnership Studio helps brands collaborate with streamers in a number of ways from sponsored livestreams to more bespoke activations with additional custom elements. Brands can surprise Twitch viewers with things they love like Subs or redeemable codes for discounts on products and services, or they can do live taste tests and unboxings.
Now that you know your emotes from your badges and Bits, the next step is to chat with a Twitch representative. They can help you better understand the Twitch community, what they value, and the kinds of messages that will resonate on the service. In keeping with the Twitch vibe, there’s lots of room to play, and viewers are receptive to those brands that get it right.