Twitch presents its marketing strategy, in France and around the world

Twitch presents its marketing strategy, in France and around the world

To better understand what Twitch’s marketing strategy is, we had the opportunity to speak with Matt Webster, VP Global Marketing Strategy at Twitch. This presents the company’s strategy, the different types of content most viewed on the platform, as well as the relationship between the platform, streamers and viewers.

Twitch has experienced very strong growth in France and around the world in recent years. Where are we in numbers?

Twitch is a platform where communities form around shared passions. It’s a place where you can really be close, and where you can be connected to things and passions you love. There’s something for everyone on Twitch, from gaming and esports – a very mainstream pastime – to sports, music, cooking, fitness, drawing and more. This explains our growth.

Over the past ten years, Twitch has logged over 67 billion hours of viewing. That’s enough for the entire planet to watch more than eight hours of video per person. In 2020 alone, the Twitch community consumed 1 trillion minutes of content. Every second there are over 2.5 million people live on Twitch. Our global growth is also reflected in our results in France. We’re seeing huge growth in gaming and non-gaming content across all categories.

The category Just Chatting is very regularly the one with the most viewers. Have you developed a particular strategy in relation to this, and more broadly on your ability to attract an increasingly diverse audience?

Our role is to make Twitch the best place to build your career, find your community, and shape the content you love. As such, we seek to support the organic evolution of our service, and the prominence of non-gaming content is one of those areas. Our community members have diverse interests and enjoy exploring them on Twitch. You’ll find content on Twitch about sports, music, talk shows, art – the list goes on – because these are things our community cares about.

Our French community is an excellent example. On Twitch in France, you will find a very large number of traditional media, broadcasters or journalists (more than anywhere else in the world). It’s because it’s the passion of the community. Talk shows are another format that is also a pioneer in France.

How do you manage to diversify the content offered, initially very focused on gaming, without losing your basic audience? What impact does this have on your positioning and the way you communicate?

Gaming is in our DNA. Gaming content and our players are therefore at the heart of Twitch and always will be. Gaming is a passion and a huge industry, bigger than music and cinema combined! We are proud to be home to this diverse community.

But Twitch has long been more than gaming. For example, non-gaming content has quadrupled over the past three years. This content has evolved organically on Twitch because our streamers are not one-dimensional. If they like gaming, they also like other things and that’s how sports, music, art, fitness and even drawing have developed on the platform. Much of our audience is consuming multiple types of content, and similarly new audiences are being drawn to the service for non-gaming content. Our role and our ambition are clear: to make Twitch the best possible place for streamers to build their careers and for communities to form around the content they love the most.

As a market leader, how do you see the arrival of new competing platforms? How do you work on your uniqueness to continue to dominate the market?

We’re focused on our community and providing the best possible service for broadcasters so they can find an audience, connect with them, and earn a living. We want Twitch to remain a rich and vibrant community. For many of our users, Twitch is where their community and friends are. Many people have a life that does not allow them to meet their IRL community, Twitch is in this sense a virtual version of the IRL society.

What is your point of view on television? Do you position yourself like their competitors?

In many ways, we see similarities between our platform and television. For us, it’s about doing television differently. We are a linear, live viewing experience. There are, however, two key differences. First, every channel on Twitch is a personalized experience. This allows the community to find content that they like and that is specifically aimed at them. The second difference is interactivity. Twitch should not be associated with passive consumption, like television, but with an experience where the public shapes, directs and participates in its entertainment. Also, we think everyone should advertise on Twitch. Our audience is highly engaged and hard to reach on other channels.

You recently teamed up with several French streamers to create the “Tout part en Live” communication campaign. Is this an initiative that you implement in all countries?

In France, Twitch is in full expansion and the French community of streamers and viewers is at the heart of this evolution. More and more streamers are unleashing their creativity with a diverse audience, whether it’s gaming, music, art, talk shows, or more. We wanted to celebrate this great diversity in Twitch’s first-ever national campaign, “All Part Live On Twitch”.

This campaign is specific to France. It spans 10 months and kicked off with a video exploring the different worlds, passions and streamers on Twitch. With Djimo in voiceover, the viewer is immersed in the story of everything that makes Twitch special. Alongside video, some of France’s most influential creators have appeared in outdoor and digital advertisements in Paris, Toulouse, Nice, Marseille, Lille and Bordeaux, as well as on social media.

More and more companies are looking to integrate Twitch into their strategy to reach large audiences in innovative ways. Does this have an impact on the platform? What advice would you give them?

Twitch represents a unique opportunity for brands to reach a highly sought after millennial and Gen Z audience in authentic and creative ways. We focus on direct interaction to help advertisers and brands create native and engaging Twitch experiences, giving marketers and streamers opportunities to tell stories.

On Twitch, you can reach audiences you can’t reach anywhere else. Our advertising products range from traditional ads in live streams, to unique brand and partnership campaigns, to our professionally programmed content (including esports).

We advise brands to be authentic, relying on the Twitch experience and the unique codes of our community. You don’t have to be a gaming brand to advertise on the platform, all types of brands can find their place there, from luxury to automotive to food. Twitch is something of a community place for all fans to come together and interact on streams around topics they love. This content is usually driven by a personality, and it is this personality that the community adopts and wishes to support, by watching it but also by supporting it financially.

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