It is after all one of the world’s leading livestreaming services, bringing millions of people together every single day. Live content is at the very heart of Twitch. “During a livestream on Twitch, streamers can interact with their community, and community members can interact with each other, which creates a collaborative, interactive experience.” “When streamers broadcast content on Twitch, they are sharing their passions with a community who share the same interests, whether that be gaming, cooking, music, or art. “Livestreaming has more to it than just, say, watching a broadcast live on a TV service,” says Paul Nesbitt, director of international measurement and insight at Twitch. These behaviours can be discovered across a range of media, but there’s one aspect of Twitch which brings these behaviours to the fore on the service: live streaming. Research undertaken by Twitch - Generation Twitch: Leading Cultural Change - explored four pillars that make up the service - gaming, live experiences, livestreaming, and shared experiences to unearth the five emerging behaviours mentioned above. The key for brands is to not only recognise these changes, but to fully embrace and keep up to date with them. Supercharging changing behavioursĮvery generation sees a shift in how it communicates compared to previous generations. We take a look at why these emerging behaviours can be supercharged by Twitch’s live experience, and how these provide brands the opportunity to not only engage with but be embraced by Generation Twitch. The behaviours determine that content should be authentic, fluid, inclusive, collaborative and purposeful. Livestreaming service Twitch has identified five emerging behaviours among the generation that need to be at the forefront of any engagement. Made up predominantly of Gen Z, but also including Millennials and in the future Gen Alpha, the sizable digital-first generation is highly influential and lucrative, and it is in the digital world that they feel at home.Īre brands ready to take advantage of Generation Twitch’s power? Have they started building the right relationships to effectively engage them now and in the future?įortunately, there is a simple starting point. Ready to influence, ready to shift the social conversation, and ready to exert its power on the economy.
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