It’s pretty much a given that Twitch.tv has become a huge success story in the world of game streaming, having acquired more than 100 million viewers a month and working with partners like Old Spice and others. And, of course, it’s headed into its first big TwitchCon event this weekend, with various panels, events and competitions lined up for the thousands of attendees.
What some may not realize, however, is the marketing potential that lies within Twitch.tv’s live viewer engagement. AdWeek recently posted an article breaking down the channel’s more recent numbers, with 60 to 70 percent of overall visitors consisting of men between the ages of 18-34. In addition, half of these viewers are based within the United States, according to numbers provided by Quantcast.
The numbers add up with viewing minutes as well, as the hardcore community of Twitch fans spend, collectively, more than 16 billion minutes a month watching people play games.
With the right approach to marketing, companies can reach out to this community with ease, whether it’s through mid-roll ads or using interactivity on a certain level, like Old Spice did with its “Nature Adventure” promotion earlier this year. In addition, it’s not just for console and PC play either, as a third or more of Twitch users manage their game streams via smartphones and tablets.
eSports is also playing a big part in the marketing game, as Red Bull uses its own devoted Twitch channel for competitive video gaming events. This ties in with the company’s push on the video game front, as it recently teamed with Activision to feature Destiny on its cans, unlocking new attributes that players can use within the game. It also worked with the company on a special live-stream from the game, highlighting content from the new add-on The Taken King before its release mid-month.
Adobe Digital Index had its own stats to add when it came to the marketing muscle of Twitch, indicating that watching videos via smartphone jumped 22 percent since the first portion of last year. Tablets are also being used quite often, almost on the same level as desktop users, indicating that the mobile reach for Twitch is continuing to climb.
“If more than half of Twitch users watch 20 or more hours a week of streaming video content on the platform 43 percent of whom might be live streaming games or other events from their phones it’s an indication of the immediate demand for marketers to have content that is in tune with what and where their audience is watching,” the article reads.
Twitch has also reached outside the gaming realm, launching a “Twitch Specials” category that focuses on concerts and other live events, as well as its recent partnership with music producer Boiler Room.
Indeed, Twitch looks almost unstoppable at this point, even with mounting competition from YouTube’s gaming division. We’ll see what surprises the company has in store when TwitchCon kicks off tomorrow.