Many new social networks are emerging to make a name for themselves against the industry giants, and this is the case for Twitch. You’ve probably heard of it or are discovering it for the first time. With a daily active user base of 15 million, Twitch is not a platform to ignore. Anyway, we’ll dissect everything in this article.

What exactly is Twitch?

Twitch is simple! It’s a live video streaming platform offering diverse content. This social network was launched in 2011 before being acquired by Amazon in 2014. Since then, it has been increasingly successful. During its early days, it targeted a very specific niche—gamers. Users can watch others play live, interact via the chat associated with each live stream, or even stream their own content live. It’s the largest online game streaming platform in the world.

Today, gaming still attracts the most traffic, but other videos on different interests have emerged, such as live cooking preparations, tips, etc. Around the world, millions of users choose this streaming service to share their gaming skills, culinary expertise, lifestyle, and anything that excites them.

You might think of YouTube – except the major difference here is that it’s all about live-streamed videos. 

Why is Twitch so interesting?

Undoubtedly, people love watching videos. In fact, it’s the spontaneity of live videos that appeals most to internet users. That’s probably why Twitch is so popular.

In 2018, a study by HubSpot showed that 54% of consumers wanted to see more video content from the brands or companies they support. Video content has gained popularity across all channels. According to 2019 statistics, internet users spend an average of 6 hours and 48 minutes weekly watching online videos. This marks a 59% increase from 2016. It’s worth noting that these findings were before measuring the impact of COVID-19 on our video consumption habits. More video content is being watched now than ever before.

How does Twitch work?

Twitch has become easily accessible to everyone across multiple platforms and devices. Users can visit and use the service from its official website or the app available on iOS, Android, Windows, Mac, and also via gaming consoles like PS4 and Xbox One. It’s also accessible on a range of smart TVs and some set-top boxes.

Creating an account is free for both streamers and viewers. An account is required to comment on streams, as well as to subscribe or follow other content creators. The Twitch homepage displays different games available based on video popularity and the latest trending or popular trends. It’s up to the user to choose what to watch.

One of Twitch’s great advantages is how easy it is to set up your own channel. With equipment like a webcam and microphone, you can create an account, set up a stream, and start broadcasting live video content.

Is Twitch a social network?

Most would describe Twitch simply as a streaming platform. And that’s true. However, few people consider Twitch a social media platform. In practice, it does have social media features.

One of the main social media features is the streaming chat available on each stream. Users can talk to their favorite streamers and others in the same stream through this instant chat feature. Users can also peacefully chat among themselves.

Additionally, Twitch has also implemented a private chat feature. Instead of users discussing in public chat rooms on live broadcasts, they can talk directly to each other. Twitch streamers can also communicate with other streamers using this feature.

A new feature is planned to allow users to post updates on a news feed like traditional social networks.

Is there monetization on Twitch?

Called streamers, content creators on Twitch create channels where all their streams are stored – the same principle as YouTube.

As the streamer progresses on the platform, Twitch unlocks numerous rewards and monetization options to move from a streamer to an affiliate to a partner. Here are the different streaming levels on Twitch:

  1. Streamer:

Anyone can stream on Twitch, but those under 18 need parental consent before going live. Streamers can broadcast content, chat with their audience, access stream analytics, and build a fan community.

As a streamer, you can work towards becoming a Twitch affiliate, a status that unlocks many exclusive features and rewards. Progress can be tracked on the Achievements page under Home > Insights > Achievements.

As mentioned earlier, Twitch was acquired by Amazon in 2014. But what’s the relationship between Twitch and Amazon? Since the acquisition by Amazon, users can donate to streamers using a service called Amazon Payments. This is how some streamers make a living on the Twitch platform.

Users can also subscribe to Twitch Prime, which is a Twitch subscription linked to Amazon Prime. So, what are the benefits of this Amazon integration with Twitch? Each Twitch Prime user enjoys an ad-free experience on the service. Similar to what YouTube now offers in the UK. Users also get discounts on video games when they have a primary account on Twitch, as well as a free subscription to any Twitch partner programs.

  1. Affiliate:

A number of excellent tools are available to Twitch affiliates, such as a subscription button for fans and a custom emote. For those aspiring to make a living with Twitch, reaching affiliate level is key.

There are several ways to monetize your channel as an affiliate, including:

  • – Subscribers can donate Bits, which can be exchanged for real money.
  • – Promoting upcoming games and selling in-game items.
  • – Advertisements and donations.
  • – Subscriptions.

The minimum qualifications to become an affiliate include: reaching 50 followers, streaming for eight hours on seven different days within 30 days, maintaining an average of three viewers per stream (over at least three concurrent streams).

  1. Partner:

For successful affiliates, we recommend trying the Twitch Partner program, which guarantees priority support and better monetization opportunities.

Twitch partners enjoy the following benefits: earning monthly subscriptions, a verified badge for the channel, custom badges for subscribers, custom emotes, subscriber-only chatrooms, restricted access to content archives, disabling ad display, or giving control to subscribers.

Three criteria must be met to become a partner: broadcasting for at least 25 hours in the last 30 days, broadcasting on 12 unique days in the last 30 days, and maintaining an average of 75 viewers per stream.

Once these criteria are met, affiliates need to submit an official partner application to Twitch. If Twitch approves their application, they become official Twitch partners.

Twitch Vocabulary…

Below is a glossary of typical Twitch terms. Understanding these descriptions will make it easier to grasp how Twitch operates.

  • Follows: Individuals interested in your streams can choose to follow you. If they have set up Twitch notifications, they will be notified every time you go live.
  • Chat: Each streamer has a chat room with their account that can be disabled if needed. However, it’s recommended to use chat to connect with viewers one-on-one.
  • Subscriptions: Once affiliate status is reached, it’s now possible to charge a monthly amount to subscribers. They can choose to pay on a one-time or recurring basis and gain access to defined emotes and other benefits.
  • Emotes: Twitch offers a vast library of emotes that can be used to express reactions during chatting and streaming. Only affiliates and partners have the privilege of creating custom emotes.
  • Advertisements: Twitch partners and affiliates can run ads on their channels and thereby earn money. These are visible upon page load or mid-stream, depending on ad settings.
  • Templates: To give their channel a distinctive look, Twitch allows the use of ready-made templates or templates. Templates include all customizable parts of the channel, including panels, overlays, banners, avatars, and alerts.
  • Extensions: It’s possible to add extensions to the channel. Using these, subscribers can create rankings, polls, and mini-games.

Bits: Subscribers can “cheer” affiliates and partners by sending them bits via chat. One bit is currently worth $0.01. A good idea is to encourage subscribers to use bits for polls or to celebrate major moments during broadcasts.

Merch by Amazon: For Amazon account holders and Twitch partners, they can sign up for Merch by Amazon. Through this method, they earn a profit every time custom merchandise is sold on the channel.

Why integrate Twitch into your social media strategy? 

Twitch is a popular tool for marketing products and services across various industries and niches. It’s a growing trend, giving brands the opportunity to be early adopters in their space.

For brands targeting Generation Y or Generation Z audiences with even a mild interest in gaming, the platform is a potential goldmine. According to Twitch themselves, the majority of viewers interact daily with streamers, with a similar percentage financially supporting them through donations or product purchases.

While Instagram may be known as the go-to for influencer marketing, Twitch hosts tens of thousands of live influencers with an enthusiastic audience.

And if nothing else, understanding Twitch marketing can help brands gain insights into the interests of today’s youth.

Viewer statistics on Twitch:

Regardless of the content choice for streaming, it must align with the needs and interests of the platform’s audience. In this regard, certain statistics are crucial for better content strategy planning on Twitch:

  • – Approximately 41.5% of Twitch users are male, which is expected given the gaming culture’s higher popularity among males than females.
  • – Interestingly, the majority of Twitch users are not teenagers or pre-teens; they actually fall within the 18 to 34 age range.
  • – Large sums are raised on Twitch for charitable purposes. So, if advocating for a worthy social cause, Twitch could be a good platform fit.
  • – 21.32% of Twitch viewers are located in the United States, followed by Russia, Germany, and Brazil.

Before starting broadcasting, it’s crucial to review Twitch’s community guidelines. These include standard prohibitions against hateful and violent content, as well as specific guidelines for gamers and streamers.