Live streaming has become one of the most popular forms of online entertainment. Today sites like Twitch, YouTube and Mixer are capitalizing on a train of live streaming and merging another form of media video games.
Video Gaming Industry
The video game industry was a hundred and thirty-eight billion dollar market in 2018. And there’s one live streaming platform that is beating out the competition for live streaming gaming, Twitch.
The rise of the Gaming Industry
Game streams may get around 50 to 100 million viewers, either online or on TV. Twitch alone gets hundreds of millions of people. It’s very global and it’s every single tournament is highly anticipated.
It is so beautiful to scale it. And is absolutely staggering and it’s only going up. The site has over three million monthly streamers and at one point twitch generated so much hype that both Google and Amazon were trying to acquire the site.
What is Twitch?
Twitch is one of the biggest live streaming platforms. It’s viewed as a top choice for many content creators looking to build a following. So being live every single day they were able to build connections with people in a much more personal level and at a faster pace than with other platforms
When the era of video streaming began?
Many of the streamers first started streaming around six-seven years ago. Twitch wasn’t even big back then. They add like a couple thousand viewers. When top streamers people were like, “Wow”.
You know people like watching them play games. In 2018, Twitch had the sixth highest traffic for streaming video in the world and in January of 2019, it had nearly 1 billion hours of streams watched on the site.
Which company was later named Twitch?
But before Twitch took the internet by storm, launching the careers of streamers like Tyler, Ninja, Blevins, the site went by a different name Justin TV.
Justin TV was launched back in 2007 and it was developed by Justin Khan and Emmett Shear. In its earliest days, it was a site dedicated to broadcasting the life of the site’s creator Justin Khan to the community.
On Justin TV there was a little bit more of a reality television show community as you’d expect. So it was people who were attracted by the idea.
There are probably about 10,000 people in the core ghosts in the TV community who really wanted to be part of this sort of social experiment to share Justin’s life on the Internet.
It was a really interesting time. Justin TV had a huge following and saw gamers like Ninja using the platform broadcasting their gaming in real time.
Twitch began its path to glory
The live streaming service would eventually pivot to set sights on the gaming and eSports community. In June 2011 Twitch was announced from the same creators as Justin TV and a few years later, Justin TV shut down.
During its first year, it had close to 3.2 million unique visitors a month. But the company would rapidly grow into the giant that it is today. In 2012, monthly visitors jump from 3.2 million to 20 million visitors.
In 2013 it became the number one video streaming site in the video game category with 45 million visits a month.
Twitch draw attention of tech giants
Twitch skyrocketed to heights that drew the attention of tech giants like Google and Amazon. During this time it was reported that Google made strides to acquire Twitch.
I think the reason why people are really interested in the company right now is that they’re surprised when they hear that,
” You know we have so many people over a million people broadcast gaming every month”.
Twitch merged with the Amazon
But Twitch would grab the attention to its current parent company, Amazon and an all-cash deal worth 970 million dollars in the run-up to being acquired by Amazon.
Twitch was transforming
It was a crazy time at Twitch because streamers were growing really fast. Everything was breaking all the time because every system that we had put in the place turned out not to be efficiently scaled and we were replacing every component of the system.
The people were adding people really fast because we had so much to go, do and we were starting to make money. And they started getting some real competitive attention from other players who were serving.
Starting to think, “Oh maybe this live-streaming gaming thing is a thing”. There’s just so much going on and it was a real relief when process finished.
Twitch Prime has been massive for them. They couldn’t have done Twitch Prime without Amazon.
Like the ability to let any Amazon Prime customer get benefits on Twitch. They gave benefits to streamers by upselling people into buying an Amazon Prime subscription.
It’s just a great dynamic, great for their streamers, okay for viewers. It’s great for them, good for Amazon.
But Google didn’t miss out completely on the video-game streaming scene.
Google gave a tough competition
Just a year after Amazon acquired Twitch, YouTube gaming was launched with a mix of live streaming and video on demand. Today YouTube gaming has a following of 82 million subscribers.
Differences between Twitch and Youtube
Well with YouTube, people are capable of editing what they want to say so it’s a lot more controlled and welcome but the content they want to put out.
Whereas on Twitch everything is just like you know on the live entertainment. You’re just kind of, put in the spotlight but like that said “A lot of fun, Youtube content is just like videos from twitch just edited into a nice compact format”.
Why Youtube is better than Twitch?
The good thing about YouTube though is that one can plan things ahead and can get you about four or five videos ready to be uploaded.
Suppose if the creator wants to go and take a vacation he has those videos uploaded. But when it comes to Twitch you kind of have to be there every single day to keep the momentum going.
But Youtube failed to grab attention
Even though YouTube is one of the top video websites in the world it still hasn’t drawn in as many eyeballs as Twitch when it comes to live-streaming gaming.
Youtube later started evolving
But YouTube gaming is making some serious strides to catch up with Twitch. Live people also have big advantages in other areas.
Where is Twitch now?
Since its beginnings, Twitch has evolved from its eSports and gaming roots. It’s now into professional sports.
Started game broadcasting
Back in 2018 Twitch announced it would be broadcasting Thursday night football games for the NFL in partnership with Amazon Prime.
“We have Thursday Night Football on touch and that’s awesome.”
It’s been really cool particularly to watch coast streaming about Thursday Night Football.
“This is something that we invented on edge to enable our streamers to help create the experience and to become effectively new commentators for football”.
Response of viewers
The viewers really liked it. Streamers have gotten super excited about it. We’ve gotten tons of outreach from streamers, other new streamers wanting to do it.
And I think it’s actually pointing the new way to do sports in a multiplayer entertainment context but it’s not just the NFL taking notice of Twitch’s value.
Brands using power of Twitch stream
Big brands are jumping onto the Twitch bandwagon. Brands have a number of different ways to integrate themselves on Twitch whether it’s brand deals with streamers or ad space on the site.
Some brands even have their own twitch channel when it comes down to it.
They’ve done many things I think they had a squid that they have a robotic squid that they partnered with other twitch streamers to help push one of the most recent launches of the game.
Overwatch just signed Coca-Cola to event-based sponsorship and a brand that we see. The most successful other brands that either take on event sponsorship or take on a stream or really say, “This we’re gonna own this “.
Other people making money out of Twitch
But it’s not just the big brands that are making money from Twitch. It’s also the community of gamers – there are over three million monthly broadcasters a month on the site and 27,000 of them are twitch partners.
Who are Twitch partners?
Twitch partners are streamers that can make money through paid subscriptions. It’s done by sponsorships and merchandising your products.
How Twitch partners earn?
You can donate bits to the person that you’re watching and those started one bit went all the way up to a million bit. And the way that works is I think for every dollar of 40 you get 100 bits.
The streamer that you’re then you know, donating to for instance gets a portion of that revenue. The rest what Twitch fans can pay: five to ten or even twenty-five dollars a month to subscribe to a Twitch partner streamer.
Their streamers that have a sizable audience and stream either part or full-time subscriptions are given. At the starting, it gets to the bottom at $4.99 via which you can subscribe to streamers who are your favourite.
Twitch takes a part of earning
Then a portion of that stream money goes to twitch and a portion of that subscriber money goes to the streamer themselves.
How Twitch streamers became permanent?
And once it got to a point where it was sustainable and they could do Twitch full-time, pay the bills. That’s when they really started creating and solidifying a schedule.
It was more your typical 8 hours you know. Work days 5 to 6 days a week.
So what makes people remain tuned in?
With almost 1 billion hours of twitch content watched by users in January of 2019, a majority of these live streams are dedicated to watching people play games like Fortnite, League of Legends and Apex legends.
In fact, it was so big on Twitch that it had its own convention hall for Twitch.
His yearly Expo called Twitchcon [Applause] but tuning into your favourite streamer and watching them play popular games isn’t the only drive as to why people watch twitch streamers.
Main Reasons of sticking to Twitch streams
A lot of it has to do with the psychology behind Twitch. So research conducted by Solo found a number of reasons why twitch is so popular
1. Information seeking :
So this is simply going to Twitch to watch someone play a video game who’s very good at it. This is because they want to learn themselves how to be good at the game.
2. Tension release:
Someone may have had a difficult day at work, they may have had a hard day at school. So they put on a Twitch stream and get entertained by someone who is very entertaining themselves.
3. Self Boost:
By also playing a fun game Twitch is a site that has a community of users tuning in & actively engaging with each other. Someone donated to the streamer saying, “You know I’m in a great mood. I’m going to pass on the love because I’ve recently just got engaged”.
4. Social Bond
Social bond is back. When Twitch first launched, it had over 3,000 Twitch partners on the site. 300,000 broadcasters each month and 72 billion minutes watched.
But in 2018 Twitch had 27,000 partners, 3.4 million broadcasters and over 560 billion minutes watched.
What does the future of Twitch look like?
I think we always try to do the same thing which goes back to making sure you’re nailing the basics when you feel.
Like there’s a lot of competition around the most important thing is to make sure you’re nailing the very core needs. And not spend too much your time getting distracted by shiny new things.
You could build in the future and that you pay attention to the floor and you make sure you’re paying attention to your customers and that they are getting the best possible service.
Because every Twitch streamer has a choice where they go and we’re very grateful that they choose to scream on us. But we’re also very aware that we’re not the only people you can do it on
And that’s a actually I think is healthy. I think it’s good I wouldn’t want Twitch to be the only place you can stream live video.
I don’t think it would be good for our streamers and I actually don’t think it would be good for Twitch in the long run.
I think you get lazy and sloppy when you don’t have any competition. I think I’m excited to see what competitors launch a lot of the time because sometimes they innovate on things I’d like to think we innovate the most.