What brands need to know about the cultural shifts behind Generation Twitch

Duncan Craig

Participants at the recent Advertising Week APAC conference heard about how Generation Twitch, the young users of the livestreaming platform, expect experiences to be dynamic and collective.

At the recent Advertising Week APAC conference in Sydney, Australia, livestreaming platform Twitch revealed the emerging cultural trends and behaviours that advertisers must adhere to in order to gel with what they call “Generation Twitch”. 

The Amazon-owned livestreaming platform added 14 million new users last year and has become a popular web destination for young gamers and other niche topic enthusiasts seeking a non-toxic outlet for entertainment and a community destination for live chat and social interaction. 

A global ethnographic and audience segmentation report conducted last year by the company shows Generation Twitch expects experiences to be dynamic and collective....

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