Influencer Marketing on Twitch: What You Should Know
Twitch is a live streaming video platform owned by Twitch Interactive, a subsidiary of Amazon. In its initial days in 2011, the site primarily focuses on gaming. After Amazon’s acquisition, the platform expanded its content range from predominantly gaming to more categories such as arts, music, cooking, and so much more. Content on the site can be viewed live or video on demand.
Twitch users have high active participation due to the live streaming preferences of the platform. Many brands such as South Park and KFC are leveraging Twitch influencers to promote the brand as they see huge potential reaching the right target audiences. The untapped potential for influencer marketing in Twitch is immense, check out the stats below to understand why:
1. 81.5% of Twitch Users are male in comparison to other channels such as Instagram which essentially has an even gender split. For brands catering towards men, Twitch is an ideal platform for promotion.
2. 55% of Twitch users are aged between 18 - 34. (Influencer Marketing Hub)
3. Twitch has more than 15 million daily active users. (Influencer Marketing Hub)
4. Twitch has between 2.2 and 3.2 million monthly broadcasters. (Influencer Marketing Hub)
5. In total, 355 billion minutes of videos have been watched by Twitch users, which means that there are many frames of opportunities for brands to monetize with content creators. (Twitch)
6. According to Business of Apps, Twitch is the 26th most popular website in the entire world, and the 13th most popular in the U.S.A.
7. Something unique which Twitch offers, compared to other platforms is that its users are supportive of sponsored content. In fact, 80% of users are open to brands sponsoring gaming teams and content creators, and 82% agree that sponsorship is good for the industry.
In 2019, Twitch has accepted more than 27,000 influential broadcasters into the Twitch Partnership Scheme, giving brands more opportunity to collaborate and monetize with influencers. Being a Twitch partner means that they are more likely to monetize through their live streams and to work with brands frequently.
Influencer Marketing on Twitch is a relatively new phenomenon and that most marketers are not familiar with how the platform works. To plan your next Twitch campaign, reach out to us - we have a group Twitch experts here to help you roll out campaigns on Twitch with maximum impact.