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TWITCH INTERACTIVE
Michael McLean
SEPTEMBER 27,2021
1
TABLE OF CONTENTS
Executive summary .............................................................................................................................................2
background..........................................................................................................................................................3
SWOT analysis......................................................................................................................................................5
Target audience/potential market.....................................................................................................................6
Customer profile ..................................................................................................................................................8
Marketing goals, objectives and strategies........................................................................................................9
Creative strategy............................................................................................................................................... 10
Creativebrief...................................................................................................................................................... 11
Promotional mix................................................................................................................................................ 12
Creative piece .................................................................................................................................................... 13
conclusion ........................................................................................................................................................... 14
Citations ............................................................................................................................................................. 15
2
EXECUTIVE SUMMARY
Twitch.tv holds the number one spot for live streaming content. Since 2007 with the precursor
website Justin.TV, Twitch.tv has had some amazing growth through the official birth of Twitch
in 2011 and continuously till present day. With a new parent company and many more viewers
as well as content creators. The marketing scheme brought to the table for this current era of
online entertainment is something that is truly amazing and feasible! By utilizing the assets that
we have with our parent company Amazon, wide scale user base, thousands upon thousands of
content creators a day, and what's large scale events that are well known we can continue to
hold our spot as the number one streaming platform on the Internet. While also expanding
from gaming content into other categories that will bring in more viewers as well as more
content creators.
3
BACKGROUND
The early stages of twitch started out as Justin.tv, in 2007 the platform Justin.tv was created
with Co-founders Justin Kan, Kyle Vogt, Emmet Shear, Michael Seibel. Becoming a place where
people could live stream to an audience of any size. The full functioning website was launched
in October of 2007.
Arguably coming before its time Justin.tv was very advanced for this new era of social media
that was forming. Alongside Facebook and Twitter trying to gain a foothold in this new social
media platform that was forming on the Internet. Justin.tv took the competition by storm by
allowing people to live streaming two audience at any given time. with a very easy way to find
genre of stream that you were looking for by holding these streams and categories that range
from how to streams two live events.
while having staff monitor the categories and web traffic through said categories. There was a
category that outperformed the rest by huge market. The gaming category became one of the
most viewed categories on the website. Due to the amount of web traffic that was caused by
the gaming category it was separated from the rest of the website and placed on its very own IP
named Twitch.tv in 2011.
4
Bringing us to the next milestone of Twitch.tv, in February of 2014 there was one stream that
went viral named “Twitch plays Pokémon” Causing gamers around the world to log into
Pokémon red by using commands together. This act was never seen before Anne was so
spectacular that it caused the channel to be viewed more than 6.5 million times with an
average of 60 to 70k
Later, that same year on August 25th, 2014, both Justin.tv and Twitch.tv were purchased by
Amazon for $970 million. Immediately upon purchasing both websites Amazon shut down
Justin.tv and focused all efforts on Twitch.tv. Revamping the website and adding new features
such as a new on website currency known as “Bits” as well as a new subscription feature known
as prime gaming which gives Amazon prime members exclusive benefits such as additional
emotes and ability to subscribe to 1 streamer free for a month.
Which brings us to present day twitch.tv with even more new features added such as a social
communications network allowing viewers to communicate amongst themselves via direct
message, allowing viewers to communicate with streamers via whispers and direct message, a
partnership with PayPal to allow direct donations to streamers, new updates to the prime
gaming that now features game developers allowing prime gaming members to receive special
drops by watching certain streamers and items in their game by watching streams, and an
affiliate and partnership program which allows streamers to have revenue from the streams
5
that they do creating Twitch streaming as a job for thousands of streamers a day that racks up
millions of views per minute. Due to the great success in Twitch.tv they have become more of a
subsidiary to Amazon.
SWOT ANALYSIS
6
TARGET AUDIENCE/POTENTIAL MARKET
The main market right now for twitch.tv right now has most of their users being
between the ages of 18 to 34 with the next largest percentage being 21% being
between the ages of 13 to 17. I agree with these age ranges as being the main target
audience for the twitch platform. With these age ranges we are looking at young
millennials and Generation Zers. To touch bases on the demographic that is using twitch
73% of these users are below the age of 35.
Geographically twitch.tv regional distribution of desktop traffic shows that 22.67% of
this traffic comes from the United States with Germany being second with Germany
being 6.73% traffic followed by Canada, Russia, France (in that order) 4.28%, 4.18%,
4.16%. With this amount of desktop traffic combined with the age range of over 50% of
twitch users we can infer that the knowledge of twitch.tv is common amongst the youth
of the world. Which brings me to the next group of statistics, that shows twitch
currently gets 140 million unique viewers every month. As well as having 127,000 live
twitch broadcasts at any given time. As shown before the United States has the largest
share in desktop logins on the platform.
7
the twitch platform is a male majority site with 65% of twitch users being men. Also,
from the data we can tell that gaming is the biggest in common feature there are users
of the
twitch platform. As the game League of Legends sit at the top of the most watched titles
on twitch, accumulating 35.67 billion views an hour. However, this is not the only
reasons for people to use the twitch platform as there are many different categories of
streamers that are available. With an average of 26.5 million daily active users following
an arrangement of 127, 000 channels an average of 2 million people watching twitch
streamers at any given time. Viewers have an option of the 6.7 million content that is
published by twitch streamers a month.
8
CUSTOMER PROFILE
Meet Carlos, he is one of your everyday twitch.tv users/viewer.
Carlos is 24 years old and lives in Colorado working for the
United States Coast Guard. Just like with every service member
he needed a way to spend his free time. By watching some of
his favorite streamers on twitch he spends his free time
interacting and enjoying gameplay and other commentary.
Carlos makes an average $35,000 a year with his position in the
United States Coast Guard, He also graduated from SNHU university. Twitch is giving Carlos a
platform to make friends not only in his state but around the world also connecting him to 3rd
(Discord) party websites in chat forms that keeps him in contact with these friends. With these
friends that he has made they share enjoyment in activities such as gaming, conversation,
meme sharing, and of course watching twitch content creators.
being a member of the United States Coast Guard, Carlos has a healthy lifestyle is General Mills
being chicken Anne fresh green salads. Of course, not the only thing that he eats but these two
items make up most of his diet. Carlos as well as eating and living a healthy lifestyle regulate his
spending budget to $230 every two weeks on food. With the $800 budget for bills in cost-of-
living expenses Carlos has an excess of $300 for spending money and enjoyment. Whether that
9
goes towards gaming or twitch content is solely up to him, however he has admitted that the
merchandise from some of his favorite streamers can and has taken from some of that budget.
MARKETING GOALS, OBJECTIVES AND STRATEGIES
1. To increase our total minutes watched for the year of 2021
80% increase from 2020
• Positive Interaction with content creators to increase content output
• Allow more ways for third party programs to interact with the platform
• Increase attention towards categories with lower audience interaction
• UI interaction video
2. Encourage more female interaction on the platform from 35%
to 45% for the year 2021
• Increase feminine advertisement
• Increase awareness to our non-gaming categories
• Promote more female content creators whose audiences are majority
female
• addition of more feminine categories on our platform
10
CREATIVE STRATEGY
• Entertainment with like-minded
people
• the sharing of emotional moments
• Creation of friendships
• becoming a part of a community
• weekly/daily interactions
• Creating lovable content
• Community that brings people
together
• Having new experiences with friends
• connecting while afar
Rational Emotional
• streaming platform on the
Internet
• Thousands of different
streamers
• mass multimedia events
• easy access across multiple
platforms
• Mobile friendly
• easy you are
• creator support
• third party support
• community interaction
• multiple game compatibility
• advertiser friendly
11
CREATIVEBRIEF
What are we advertising?
Interactive content that is more fan inclusive.
Who are we talking to?
members of the gaming community and online entertainment seekers.
What do they currently think?
Many members of the gaming community believe that watching the full stream is too time
consuming. While others believe that is more interactive in a great way to fill appreciated by a
content creator.
What would we like them to think?
the biggest goal here is to gain more minutes viewed on the platform. To do that we need to
focus on not only the time but the content as well. What are things people are willing to spend
an hour out of their day to watch. Whether that's a content creator or a major event.
What is the single most persuasive idea we can convey?
That twitch.tv is the number one place for live interactive content on the Internet.
Why should they believe it?
Twitch that TV UI is specifically geared and set up in a way that allows content creators to
communicate with their communities as well as branch off to other third-party communication
platforms that can make those communities closer.
Are there any creative guidelines?
Content banners in social media ads featuring the biggest faces on the twitch platform. By using
these big social media names, we gain attention that not only their audience but the advertisers
behind them.
12
PROMOTIONAL MIX
Social media banner (Twitter)
• Budget $7700
• a very cheap and passive way to generate buzz about the twitch platform. Having standard
banner posts on websites that have high traffic such as Twitter Snapchat an Instagram. For the
stagnant banner post range depending on the social media site
• The major appeal factor for the twitch audience is gaming and meme, So why wouldn't we place
our advertisement where both of those are easily available social media has an abundance of
clips and memes n that not only the youth but also twitch users enjoy
Billboards
• Budget $15,000
• pricing upkeep for billboards vary depending on the state and location that they are placed for
add demographic in target market these locations will also be high populated tech savvy areas
such as major cities and high tourist locations. $1500 to $4000 is it good median for the monthly
upkeep of the Billboard location.
• This is our mid-price option and as well as a passive form of advertising by having a presence in a
location where many people will see the twitch name and colors which then will bring in more
viewers
• Our major appeal with this option is the location options that we have available to us major city
billboards that are incorporated into the skyline becoming one with the beauty of the city will
allow our advertisement to be more than an advertisement but to be a monument Of our
platform in the collage of colors painting the skyscrapers.
Conventions
• Budget $12 million
• The convention is a large-scale live event that allows our viewers in content creators that uses
the twitch platform together to see the newest technology and UI plans for the platform as well
as giving viewers a chance to meet their content creators who accepted the invitation
• this option is our highest priced option but one of the biggest forms of advertisement. For the
sheer fact that location scouting, guest invitations, event planning, event staff, and vending
must all be set up on this location and in a fashion that is still enjoyable to the guest coming to
this convention
13
• Our major appeal for this convention is that it allows multiple forms of advertisement at the
same time. Not only for the twitch streaming platform but also for the parent company Amazon
to showcase some devices that can be of use four the twitch platform and outside of the twitch
platform as well as posters and twitch logos everywhere along the streets that allow bystanders
in other passer byes see the twitch platform ingathered buzz.
CREATIVE PIECE
14
CONCLUSION
We have an opportunity to broaden our horizon. To reach more viewers and more people and
become as big as our biggest rival “YouTube” who is trying to make their own waves in the live
streaming part of social media. To become as widespread and diverse as possible should be the
main goal that we have at this moment, as well as allowing as many people as possible to hear
about and access twitch.tv. with constant new innovations such as creating new deals to make
the prime gaming subscription more valuable Anna pleasing to viewers and content creators. As
well as new deals to be made with third party platforms to make the communication and
community management among content creators even simpler we will be able to draw in more
views per minute as well as long time users for the years to come.
Turning twitch into more than just a streaming website and more of an experience to have with
friends and not only to view content but become a part of the content that's what we should
strive for. We have already started working towards that with TwitchCON, however we can't
stop there. we have a prime opportunity to partner with a genre that is rapidly growing in
popularity amongst youth, matured, and elderly as well as entertainment values from multiple
cultures. If we take advantage of this situation, we can outshine our competition and become
bigger than what we already are, as well as farther the gap of what we already have become.
15
CITATIONS
Dean, B. (2021, January 26). Twitch Usage and Growth Statistics: How Many People Use
Twitch in 2021? Backlinko. https://backlinko.com/twitch-users#twitch-statistics
Audience. (n.d.). Twitchadvertising.Tv. Retrieved September 15, 2021, from
https://twitchadvertising.tv/audience/
Clement, J. (2021, September 7). Regional distribution of desktop traffic to Twitch.tv as of June
2021, by country. Statista. https://www.statista.com/statistics/511558/twitch-traffic-by-
country/
Twitch Logo and the History of the Business. (n.d.). Logomyway.Com. Retrieved September 26,
2021, from https://blog.logomyway.com/twitch-
logo/#:~:text=When%20Twitch%20was%20founded%20in,million%20active%20stream
ers%20every%20month.
Twitch History – When Was Twitch Created? (2021, May 23). Streamscheme.Com.
https://www.streamscheme.com/twitch-a-brief-overview-and-history/

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Imc twitch interactive

  • 2. 1 TABLE OF CONTENTS Executive summary .............................................................................................................................................2 background..........................................................................................................................................................3 SWOT analysis......................................................................................................................................................5 Target audience/potential market.....................................................................................................................6 Customer profile ..................................................................................................................................................8 Marketing goals, objectives and strategies........................................................................................................9 Creative strategy............................................................................................................................................... 10 Creativebrief...................................................................................................................................................... 11 Promotional mix................................................................................................................................................ 12 Creative piece .................................................................................................................................................... 13 conclusion ........................................................................................................................................................... 14 Citations ............................................................................................................................................................. 15
  • 3. 2 EXECUTIVE SUMMARY Twitch.tv holds the number one spot for live streaming content. Since 2007 with the precursor website Justin.TV, Twitch.tv has had some amazing growth through the official birth of Twitch in 2011 and continuously till present day. With a new parent company and many more viewers as well as content creators. The marketing scheme brought to the table for this current era of online entertainment is something that is truly amazing and feasible! By utilizing the assets that we have with our parent company Amazon, wide scale user base, thousands upon thousands of content creators a day, and what's large scale events that are well known we can continue to hold our spot as the number one streaming platform on the Internet. While also expanding from gaming content into other categories that will bring in more viewers as well as more content creators.
  • 4. 3 BACKGROUND The early stages of twitch started out as Justin.tv, in 2007 the platform Justin.tv was created with Co-founders Justin Kan, Kyle Vogt, Emmet Shear, Michael Seibel. Becoming a place where people could live stream to an audience of any size. The full functioning website was launched in October of 2007. Arguably coming before its time Justin.tv was very advanced for this new era of social media that was forming. Alongside Facebook and Twitter trying to gain a foothold in this new social media platform that was forming on the Internet. Justin.tv took the competition by storm by allowing people to live streaming two audience at any given time. with a very easy way to find genre of stream that you were looking for by holding these streams and categories that range from how to streams two live events. while having staff monitor the categories and web traffic through said categories. There was a category that outperformed the rest by huge market. The gaming category became one of the most viewed categories on the website. Due to the amount of web traffic that was caused by the gaming category it was separated from the rest of the website and placed on its very own IP named Twitch.tv in 2011.
  • 5. 4 Bringing us to the next milestone of Twitch.tv, in February of 2014 there was one stream that went viral named “Twitch plays Pokémon” Causing gamers around the world to log into Pokémon red by using commands together. This act was never seen before Anne was so spectacular that it caused the channel to be viewed more than 6.5 million times with an average of 60 to 70k Later, that same year on August 25th, 2014, both Justin.tv and Twitch.tv were purchased by Amazon for $970 million. Immediately upon purchasing both websites Amazon shut down Justin.tv and focused all efforts on Twitch.tv. Revamping the website and adding new features such as a new on website currency known as “Bits” as well as a new subscription feature known as prime gaming which gives Amazon prime members exclusive benefits such as additional emotes and ability to subscribe to 1 streamer free for a month. Which brings us to present day twitch.tv with even more new features added such as a social communications network allowing viewers to communicate amongst themselves via direct message, allowing viewers to communicate with streamers via whispers and direct message, a partnership with PayPal to allow direct donations to streamers, new updates to the prime gaming that now features game developers allowing prime gaming members to receive special drops by watching certain streamers and items in their game by watching streams, and an affiliate and partnership program which allows streamers to have revenue from the streams
  • 6. 5 that they do creating Twitch streaming as a job for thousands of streamers a day that racks up millions of views per minute. Due to the great success in Twitch.tv they have become more of a subsidiary to Amazon. SWOT ANALYSIS
  • 7. 6 TARGET AUDIENCE/POTENTIAL MARKET The main market right now for twitch.tv right now has most of their users being between the ages of 18 to 34 with the next largest percentage being 21% being between the ages of 13 to 17. I agree with these age ranges as being the main target audience for the twitch platform. With these age ranges we are looking at young millennials and Generation Zers. To touch bases on the demographic that is using twitch 73% of these users are below the age of 35. Geographically twitch.tv regional distribution of desktop traffic shows that 22.67% of this traffic comes from the United States with Germany being second with Germany being 6.73% traffic followed by Canada, Russia, France (in that order) 4.28%, 4.18%, 4.16%. With this amount of desktop traffic combined with the age range of over 50% of twitch users we can infer that the knowledge of twitch.tv is common amongst the youth of the world. Which brings me to the next group of statistics, that shows twitch currently gets 140 million unique viewers every month. As well as having 127,000 live twitch broadcasts at any given time. As shown before the United States has the largest share in desktop logins on the platform.
  • 8. 7 the twitch platform is a male majority site with 65% of twitch users being men. Also, from the data we can tell that gaming is the biggest in common feature there are users of the twitch platform. As the game League of Legends sit at the top of the most watched titles on twitch, accumulating 35.67 billion views an hour. However, this is not the only reasons for people to use the twitch platform as there are many different categories of streamers that are available. With an average of 26.5 million daily active users following an arrangement of 127, 000 channels an average of 2 million people watching twitch streamers at any given time. Viewers have an option of the 6.7 million content that is published by twitch streamers a month.
  • 9. 8 CUSTOMER PROFILE Meet Carlos, he is one of your everyday twitch.tv users/viewer. Carlos is 24 years old and lives in Colorado working for the United States Coast Guard. Just like with every service member he needed a way to spend his free time. By watching some of his favorite streamers on twitch he spends his free time interacting and enjoying gameplay and other commentary. Carlos makes an average $35,000 a year with his position in the United States Coast Guard, He also graduated from SNHU university. Twitch is giving Carlos a platform to make friends not only in his state but around the world also connecting him to 3rd (Discord) party websites in chat forms that keeps him in contact with these friends. With these friends that he has made they share enjoyment in activities such as gaming, conversation, meme sharing, and of course watching twitch content creators. being a member of the United States Coast Guard, Carlos has a healthy lifestyle is General Mills being chicken Anne fresh green salads. Of course, not the only thing that he eats but these two items make up most of his diet. Carlos as well as eating and living a healthy lifestyle regulate his spending budget to $230 every two weeks on food. With the $800 budget for bills in cost-of- living expenses Carlos has an excess of $300 for spending money and enjoyment. Whether that
  • 10. 9 goes towards gaming or twitch content is solely up to him, however he has admitted that the merchandise from some of his favorite streamers can and has taken from some of that budget. MARKETING GOALS, OBJECTIVES AND STRATEGIES 1. To increase our total minutes watched for the year of 2021 80% increase from 2020 • Positive Interaction with content creators to increase content output • Allow more ways for third party programs to interact with the platform • Increase attention towards categories with lower audience interaction • UI interaction video 2. Encourage more female interaction on the platform from 35% to 45% for the year 2021 • Increase feminine advertisement • Increase awareness to our non-gaming categories • Promote more female content creators whose audiences are majority female • addition of more feminine categories on our platform
  • 11. 10 CREATIVE STRATEGY • Entertainment with like-minded people • the sharing of emotional moments • Creation of friendships • becoming a part of a community • weekly/daily interactions • Creating lovable content • Community that brings people together • Having new experiences with friends • connecting while afar Rational Emotional • streaming platform on the Internet • Thousands of different streamers • mass multimedia events • easy access across multiple platforms • Mobile friendly • easy you are • creator support • third party support • community interaction • multiple game compatibility • advertiser friendly
  • 12. 11 CREATIVEBRIEF What are we advertising? Interactive content that is more fan inclusive. Who are we talking to? members of the gaming community and online entertainment seekers. What do they currently think? Many members of the gaming community believe that watching the full stream is too time consuming. While others believe that is more interactive in a great way to fill appreciated by a content creator. What would we like them to think? the biggest goal here is to gain more minutes viewed on the platform. To do that we need to focus on not only the time but the content as well. What are things people are willing to spend an hour out of their day to watch. Whether that's a content creator or a major event. What is the single most persuasive idea we can convey? That twitch.tv is the number one place for live interactive content on the Internet. Why should they believe it? Twitch that TV UI is specifically geared and set up in a way that allows content creators to communicate with their communities as well as branch off to other third-party communication platforms that can make those communities closer. Are there any creative guidelines? Content banners in social media ads featuring the biggest faces on the twitch platform. By using these big social media names, we gain attention that not only their audience but the advertisers behind them.
  • 13. 12 PROMOTIONAL MIX Social media banner (Twitter) • Budget $7700 • a very cheap and passive way to generate buzz about the twitch platform. Having standard banner posts on websites that have high traffic such as Twitter Snapchat an Instagram. For the stagnant banner post range depending on the social media site • The major appeal factor for the twitch audience is gaming and meme, So why wouldn't we place our advertisement where both of those are easily available social media has an abundance of clips and memes n that not only the youth but also twitch users enjoy Billboards • Budget $15,000 • pricing upkeep for billboards vary depending on the state and location that they are placed for add demographic in target market these locations will also be high populated tech savvy areas such as major cities and high tourist locations. $1500 to $4000 is it good median for the monthly upkeep of the Billboard location. • This is our mid-price option and as well as a passive form of advertising by having a presence in a location where many people will see the twitch name and colors which then will bring in more viewers • Our major appeal with this option is the location options that we have available to us major city billboards that are incorporated into the skyline becoming one with the beauty of the city will allow our advertisement to be more than an advertisement but to be a monument Of our platform in the collage of colors painting the skyscrapers. Conventions • Budget $12 million • The convention is a large-scale live event that allows our viewers in content creators that uses the twitch platform together to see the newest technology and UI plans for the platform as well as giving viewers a chance to meet their content creators who accepted the invitation • this option is our highest priced option but one of the biggest forms of advertisement. For the sheer fact that location scouting, guest invitations, event planning, event staff, and vending must all be set up on this location and in a fashion that is still enjoyable to the guest coming to this convention
  • 14. 13 • Our major appeal for this convention is that it allows multiple forms of advertisement at the same time. Not only for the twitch streaming platform but also for the parent company Amazon to showcase some devices that can be of use four the twitch platform and outside of the twitch platform as well as posters and twitch logos everywhere along the streets that allow bystanders in other passer byes see the twitch platform ingathered buzz. CREATIVE PIECE
  • 15. 14 CONCLUSION We have an opportunity to broaden our horizon. To reach more viewers and more people and become as big as our biggest rival “YouTube” who is trying to make their own waves in the live streaming part of social media. To become as widespread and diverse as possible should be the main goal that we have at this moment, as well as allowing as many people as possible to hear about and access twitch.tv. with constant new innovations such as creating new deals to make the prime gaming subscription more valuable Anna pleasing to viewers and content creators. As well as new deals to be made with third party platforms to make the communication and community management among content creators even simpler we will be able to draw in more views per minute as well as long time users for the years to come. Turning twitch into more than just a streaming website and more of an experience to have with friends and not only to view content but become a part of the content that's what we should strive for. We have already started working towards that with TwitchCON, however we can't stop there. we have a prime opportunity to partner with a genre that is rapidly growing in popularity amongst youth, matured, and elderly as well as entertainment values from multiple cultures. If we take advantage of this situation, we can outshine our competition and become bigger than what we already are, as well as farther the gap of what we already have become.
  • 16. 15 CITATIONS Dean, B. (2021, January 26). Twitch Usage and Growth Statistics: How Many People Use Twitch in 2021? Backlinko. https://backlinko.com/twitch-users#twitch-statistics Audience. (n.d.). Twitchadvertising.Tv. Retrieved September 15, 2021, from https://twitchadvertising.tv/audience/ Clement, J. (2021, September 7). Regional distribution of desktop traffic to Twitch.tv as of June 2021, by country. Statista. https://www.statista.com/statistics/511558/twitch-traffic-by- country/ Twitch Logo and the History of the Business. (n.d.). Logomyway.Com. Retrieved September 26, 2021, from https://blog.logomyway.com/twitch- logo/#:~:text=When%20Twitch%20was%20founded%20in,million%20active%20stream ers%20every%20month. Twitch History – When Was Twitch Created? (2021, May 23). Streamscheme.Com. https://www.streamscheme.com/twitch-a-brief-overview-and-history/