Twitch

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Twitch - General Public

The general public uses Twitch to stream games, follow game launches, stream videos, participate and follow Esports, stream NBA games, and earn money from streaming.

Game Streaming and Launches

  • The major way the general public uses Twitch is to stream games, have fun, and interact with other gamers.
  • More than 2.2 million Twitch creators broadcast live games on Twitch every month.
  • Fortnite, the most viewed game in 2018, had a peak viewership of over 1.4 million.
  • The general public also uses Twitch to watch game premieres and launch. For instance, EA released Apex Legends on Twitch without prior announcement or much traditional marketing. The game saw more than 2.5 million players within 24 hours after release, and had 25 million players by the end of its first week."

Video Streaming

Esports Participation

  • Esports, a gaming competition with millions of dollars in cash prices, accounts for over 21.3% of Twitch viewership. People use Twitch to follow and compete in the competition.
  • The record for a single stream concurrent users in Twitch is 1,025,493 viewers, and "it was a stream from ELEAGUE TV, a professional esports team."

NBA Games Streaming

Earning Revenue


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Twitch - TV/radio/media

The media uses Twitch for broadcasting contents, hosting series targeted at millennials, advertising and generating revenue, and finding the latest gaming-related information or developments.

Broadcasting

  • The primary way the media are using Twitch right now is to broadcast their programs targeted at young millennials.
  • For instance, "ESPN is experimenting with a teen-focused NBA broadcast on the platform’s app that reflects traditional sports’ pivot to viewing experiences more similar to the game streaming platform Twitch."
  • The Washington Post also launched a Twitch channel where they regularly broadcast must-watch news and political events. The live coverage of events will be hosted by the Post's Libby Casey.
  • The Washington Post first tested the service by live streaming "Facebook CEO Mark Zuckerberg's Capitol Hill testimony and included analysis by its reporters. The real-time conversations and viewer engagement around the event showed that there was interest in the service, the publisher said."

Hosting Series

  • The Washington Post also uses Twitch to host a series called “Playing Games with Politicians”.
  • According to the Washington Post, "in “Playing Games with Politicians,” Weigel will interview prominent politicians while they play a video game. Over the course of a 30-60 minute live stream, users can follow along as the two discuss what’s happening on Capitol Hill and in the headlines and take questions while engaging in a game."

Advertising and Generating Revenues

  • People aged 18 – 34 make up 55% of Twitch users and the average age of a Twitch user is 21 years. Hence, media agencies looking to target that demographic sometimes turn to Twitch to advertise to the demographic group.
  • Media who share content actively are also Twitch partners and use the platform to generate revenue through advertising and sponsorship for brands targeting the demographic.

Getting the Latest Information on the Gaming Brands

  • Gaming brands sometimes premier games on Twitch and so traditional media use Twitch to get all the latest information about such games.
  • For instance, "in February 2019, EA released Apex Legends on Twitch without prior announcement or much traditional marketing. The game saw more than 2.5 million players within 24 hours after release, and had 25 million players by the end of its first week." In such cases, the media uses Twitch to find relevant information they need to report.
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Twitch - Brands

Brands are using Twitch right now to advertise their products, sell their products directly, premiere products and services, and to engage with their customers.

Advertising

Product Launch

  • Gaming brands and developers use Twitch to launch and premier their games.
  • One of such live game premiers drew over 436,000 viewers.
  • For instance, "in February 2019, EA released Apex Legends on Twitch without prior announcement or much traditional marketing. The game saw more than 2.5 million players within 24 hours after release, and had 25 million players by the end of its first week."

Sell Product on Twitch

Customer Feedback and Engagement

  • Brands don't just use Twitch to launch, advertise or sell their products, they also get feedback from passionate and active users that help them build a better relationship with their customers and improve their product offerings.
  • Brands also get the chance to increase user retention "by creating a watch/play loop by driving players to watch your game on Twitch and incentivize viewers to go back to the game. "
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Twitch - Demographics

The vast majority of Twitch users are White males and are aged between 18 and 34 years. About 71% of all Twitch users are millennials and are students.

Gender

  • Twitch users are predominantly male, with 81.5% of users being male and the rest are females.

Age

  • The majority of Twitch users are aged 18-34 year-olds, representing 55% of all users in 2018.
  • The average age of a Twitch user is 21 years.
  • About 71% of Twitch users are millennials.

Race

  • Twitch's audience is predominantly white, representing about 71.5% of total users.
  • About 10.2% of Twitch users are Latinos.
  • About 3.9% of Twitch users are Blacks or Africa Americans.
  • About 7.8% of Twitch users are Asian or Pacific Islanders.
  • About 0.7% of Twitch users are native Americans.
  • The percentage of Twitch users that fall in "Other" racial category is 5.8%.

Geographic Location

Employment

  • About 57.12% of Twitch users are students.
  • About 22.45% are employed full-time.
  • About 8.49% are employed part-time.
  • The percentage of Twitch users that are unemployed is 10.31%.

Income

  • About 56.48% of Twitch users earn less than $10,000.
  • The percentage of Twitch users that earn between $10,000 and $29,999 is 21.81%.
  • The percentage of Twitch users that earn between $30,000 and $49,999 is 11.41%.
  • The percentage of Twitch users that earn between $50,000 and $69,999 is 5.11%.
  • The percentage of Twitch users that earn between $70,000 and $89,999 is 2.10%.
  • The percentage of Twitch users that earn $90,000 and above is 3.10%.

Education

  • The percentage of Twitch users with no education is 0.18%.
  • The percentage of Twitch users with primary-level education is 8.6%.
  • The percentage of Twitch users with secondary-level education is 52.19%.
  • The percentage of Twitch users with upper-level education is 38.96%.

Research Strategy

To build the most recent demographic profile of Twitch users, our research team prioritized data published in the last two years. However, we have also had to rely on data published in 2016 for some aspects of the demographic profile (such as education, income, and employment) because the data was the most recent available for those specific demographic attributes.
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Twitch - Psychographics

The average Twitch user is a passionate gamer that loves to interact and share their gaming interests. They are active online media consumers that are not as interested in traditional TV media.

Interest and Lifestyle

Values

Media Consumption and Habits

  • Twitch users are active video consumers, with daily active users spending an average of 95 minutes daily on Twitch.
  • Twitch users also love to interact and be connected with other people while watching or streaming content.
  • Twitch users are also heavy mobile device users, with a third (35%) of Twitch users managing their game streams via smartphones and tablets.
Sources
Sources