Dreaming of streaming: Deconstructing Twitch's five audience segments

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...