Kantar: Twitch users’ three key attributes

Sam Peña-Taylor

Twitch, the Amazon-owned streaming platform, has a dedicated and quite different user base from any other – new Kantar research explores the profile of this group.

Few of those making decisions about marketing spend or strategies are involved in gaming, but it’s an area they have to address. Amazon-owned streaming service Twitch is the 35th most viewed site on the internet, it’s seeing vast growth in users and viewing time, and it’s increasingly the preferred channel for an e-sports space that is fast becoming too powerful to ignore.

Not only are the stars of competitive e-sports pulling in huge amounts of viewing – total minutes viewed annually on Twitch grew by 100 billion year-on-year to reach 660 billion, per TwitchTracker– they’re playing in...

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