Dreaming of streaming: Deconstructing Twitch's five audience segments

Brian Carruthers

Twitch’s evolution from livestreaming service for gaming to a live social and interactive service has gathered pace during the pandemic.

Twitch, ten years old in 2021, has evolved in recent years from being a livestreaming gaming service to a live social and interactive service. And one with a “wildly enthusiastic community”, according to Paul Nesbitt, its Director of International Measurement and Insight.

The past year has supercharged the previously existing trend as people were forced to spend more time at home and as livestreaming has become more widely adopted. At Twitch, the number of hours watched in every month in 2021 has surpassed the figure for the equivalent month in 2020, he told a virtual DMEXCO audience (September 2021). 

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