Twitch is Amazon’s bridge to Americans ages 18 to 24, particularly young men
Facebook was the designated beneficiary earlier this week when Microsoft gave up on the video game streaming platform Mixer, diverting its traffic and accounts to Facebook Gaming.
But the big winner here could be Twitch. Mixer lured popular streamers with pricey exclusivity deals don’t transition to Facebook, which means high-profile players such as Ninja, the No. 1 streamer on Twitch prior to signing a $10 million per-year contract with Microsoft last year, are returning.
Twitch is the most undervalued asset in Amazon’s empire because it extends Amazon’s reach into the next generation of purchasers, Needham observed in an investor note on Wednesday.
Twitch is Amazon’s bridge to Americans ages 18 to 24, particularly young men. And for many teenagers, Twitch is the first Amazon property they log into – before Prime Video, Amazon’s ecommerce marketplace, or Alexa-enabled devices.
Since Amazon is secretive, details about new products often emerge first in its job listings. Postings from the past week indicate Amazon is trying to add 24/7 live linear programming to Prime Video, Protocol reports. Roku, for example, has The Roku Channel where it airs licensed content and tries out new ad experiences. “We … are building next-gen linear catalogue systems to provide best-in-class linear TV experience to Prime Video customers,” one of the job listings states. “It is Day 1 for the linear TV experience on Prime Video.”
Some brands and influencer advertising platforms are taking a closer look at their Instagram promoters for ensuring Brand safety. There’s a well-known overlap between lifestyle/wellness influencers and wacky online conspiracies. But protests following the death of George Floyd have ratcheted up the tension, especially since many brands that use large influencer networks have also pledged support for the Black Lives Matter movement. Some influencers have embraced a wholesale pivot promoting beauty and apparel brands.