Among the platforms that have captured the hearts of content creators, brands and audiences, we also find Twitch, which counts 140m monthly active users. Widely exploited during the various phases of lockdown, the social platform has managed to make a place for itself in the habits of audiences. It must be said that Twitch had already largely proved itself in the gaming world, the network has been able to renew itself by incorporating more and more content categories.
From now on, Internet users can find a lot of different and entertaining content, ranging from gaming of course, but also to lifestyle. It’s not surprising to see that content creators are also more and more numerous. The number of KOLs present on the network was already growing a few months ago with an increase of 60% between the beginning of 2020 and the beginning of 2021.
Twitch also allows brands to reach Gen Z, which is very present and active on the platform, allowing the network to reach engagement rates that are sometimes higher than other social media platforms. E-marketing.fr described the network as «the television for Gen Z» in an article published in May 2021. Since then, the lights always seem to be on green for the platform which is gradually becoming mainstream and keeps diversifying the themes it deals with.
What also makes the ever-growing success of the platform, are the events with large crowds that are played on the network. Indeed, the famous ZEvent, to name one as it keeps on gathering crowds every year. From the 8th to the 11th of September, no less than 50 streamers played online via Twitch to raise funds for four associations. The event was a great success, with more than 500,000 people connecting at the same time to all 59 streams, raising nearly €10 million. Another expected event: «TwitchCon Europe», a convention bringing together content creators and fans, which will take place in Paris in the summer of 2023 and which is already highly anticipated by the network’s followers. Strong and widely followed events that push professionals and brands to invest in the platform to make a difference.
Twitch still has a lot to live up to. By offering a quality platform and immersive experience to its followers, the network will undoubtedly continue to rock the charts in 2023. Twitch also seems to be a good contender to enter the top of the EMA social media list alongside YouTube, Twitter, Instagram, and TikTok, as opposed to the Pinterest platform in particular. Some countries have already fully adopted it like Germany or Spain where the social platform is now a must-have. It will be a shame for brands not to try it to meet their strategic objectives in the next 12 months.
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