We are at a tipping point in marketing, one driven by Gen Z and the influence they have over culture. This generation is moving away from the individualised social amplification of social media to a more community-centric, connected, decentralised experience found originally in gaming environments. Communication evolves with every generation, and as the largest generation to date steps into their role as trendsetters leading social and cultural change, with more economic power than ever before, brands need to understand their influence or risk being left behind. In this session we introduce a new Generation - Generation Twitch, an audience spanning Millennials, Gen Z and Gen Alpha, who are all under the influence of the emerging social codes. We reveal what matters to these meme masters, their values and social behaviours, how they communicate and their expectations of brands. Key Takeaways: Lead, don’t follow - recognise that communication with the new generation of audience requires personalised approached and an understanding of changing cultural values. Thrive in 5 - Brands that put themselves at the head of these 5 emerging values will be able to lead not follow. Generation Twitch - A new generation of audience awards your brand engagement.

1. KEYNOTE
SINGAPORE ~ SEPTEMBER 15 - 16, 2022
DIGIMARCONSOUTHEASTASIA.COM | #DigiMarConSoutheastAsia
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore
Sunil Yadav
DIRECTOR OF AGENCY DEVELOPMENT, APAC,
TWITCH
Advertising in Emerging
Culture: Forget What You
Think You Know

2. Forget what you think you know
Advertising in
Emerging Culture:

3. The youngest
generations drive
behavioural changes
Source: Unsplash, Images by Lewis Parsons & Mick Haupt
Millennial Gen Z

4. Gen Z are
2.5 billion
1997 2012
Currently ages 10 - 25
$7 trillion
Currently earn
27%
of the world’s
income
Representing
$33 trillion
by 2030
Source: GWI, Q4 ‘20 – Q3 ‘21. Global.
Bloomberg, 2021; Business Insider, 2021.

5. Introducing
Introducing
Introducing
Introducing

6. Which emote represents ‘laughing so hard’?

7. IDK! THX! TY! Thnx! K thx bye.
LOL!!
HAHA!
OMG!
Gen
X
Millennial
Gen
Z Source: Emojipedia.org

8. Brand Growth - $
Cultural Change
Brands who understand
emerging audience behaviours
Brands relying on residual
cultural behaviours

9. Global Survey
Semiotic Review
Understand it
Creative Focus Group
Online research amongst
the community
Validates it
UK | US | DE | BR | JP
Twitch RPG
respondents
Pieces of
material
75 85
AU | JP | KR | TH | TW | UK |
US | DE | BR | FR | IT | ES
respondents
6000
Source: Twitch Creative Focus Groups, Twitch RPG, October 2021

10. Source: Sign Salad, Twitch Semiotic Analysis, UK, US, DE, BR, JP, September 2021
We explored how four pillars
are changing over time:
Live Experiences Shared Experiences Livestreaming Gaming

11. Source: Sign Salad, Twitch Semiotic Analysis, UK, US, DE, BR, JP, September 2021
Previous/Present
Emerging
Authentic
Curated
Fluid
Fixed
Inclusive
Exclusive
Collaborative
Passive
Purposeful
Disengaged

12. Authentic
Source: Value of Twitch. Twitch Research Power Group (RPG) (n=75) & PureProfile.Twitch weekly viewers 18 - 45 n=4551
September to December 2021. US, DE, JP, BR, UK, FR, IT, ES, AU, KR, TH, TW.

13. Best practice:
Brand Trust
Build
75%
of Twitch
viewers agree
That what’s
happening on Twitch
is authentic…
Moments of real
emotion or drama
Show your human side,
welcome spontaneity
and embrace the
candour of livestreaming

14. Authentic
Fluid
Inclusive
Collaborative
Purposeful
Emerging Behaviours

15. Fluid
Source: Value of Twitch. Twitch Research Power Group (RPG) (n=75) & PureProfile.Twitch weekly viewers 18 - 45 n=4551
September to December 2021. US, DE, JP, BR, UK, FR, IT, ES, AU, KR, TH, TW.

16. Brand Engagement
Build
72%
Of Twitch
viewers agree
That interactive tools
make advertising more
interesting on Twitch
(+9%pts vs competitor average)
Best practice:
Integrate your brand in a
way that takes
advantage of the
creative opportunities
available via the digital
experience

17. Authentic
Fluid
Inclusive
Collaborative
Purposeful
Emerging Behaviours

18. Inclusive
Source: Value of Twitch. Twitch Research Power Group (RPG) (n=75) & PureProfile.Twitch weekly viewers 18 - 45 n=4551
September to December 2021. US, DE, JP, BR, UK, FR, IT, ES, AU, KR, TH, TW.

19. Brand Recognition
Build
78%
That Twitch is a
Diverse community
for everyone
of Twitch viewers
agree Best practice:
Be open to all and
feature diverse voices
that reflect the diversity
found within the Twitch
audience

20. Authentic
Fluid
Inclusive
Collaborative
Purposeful
Emerging Behaviours

21. Collaboration
Source: Value of Twitch. Twitch Research Power Group (RPG) (n=75) & PureProfile.Twitch weekly viewers 18 - 45 n=4551
September to December 2021. US, DE, JP, BR, UK, FR, IT, ES, AU, KR, TH, TW.

22. Brand Loyalty
Build
On Twitch interaction
with the community is
everything
74%
of Twitch
viewers agree Best practice:
Go beyond passive
observation and
encourage participation
from a willing
community

23. Authentic
Fluid
Inclusive
Collaborative
Purposeful
Emerging Behaviours

24. Purposeful
Source: Value of Twitch. Twitch Research Power Group (RPG) (n=75) & PureProfile.Twitch weekly viewers 18 - 45 n=4551
September to December 2021. US, DE, JP, BR, UK, FR, IT, ES, AU, KR, TH, TW.

25. Brand Love
Build
Twitch is a Supportive
Community
74%
Of Twitch viewers
agree Best practice:
Invite engagement
through collaborations
with streamers who
share a sense of
purpose

26. Authentic
Fluid
Inclusive
Collaborative
Purposeful
Emerging Behaviours

27. Live
LIVE
Supercharges:
Authentic Purposeful
Inclusive Collaborative
Fluid

28. it means more because
it’s happening and
unfolding right now
75%
of Twitch
viewers agree
Source: Value of Twitch. Twitch Research Power Group (RPG) (n=75) &
PureProfile.Twitch weekly viewers 18 - 45 n=4551
September to December 2021. US, DE, JP, BR, UK, FR, IT, ES, AU, KR, TH, TW.
They’re more engaged
and attentive watching
because it’s live
77%
of Twitch
viewers agree
Live

29. Compared to competitors
Twitch viewers are more
likely to feel:
(During their last visit)
Compared to competitors
Twitch viewers are less
likely to feel:
(During their last visit)
Source: Value of Twitch. Twitch Research Power Group (RPG) (n=75) &
PureProfile.Twitch weekly viewers 18 - 45 n=4551September to
December 2021. US, DE, JP, BR, UK, FR, IT, ES, AU, KR, TH, TW.
They feel they can
experience the emotion
along with the streamers
74%
Of Twitch
viewers agree
Excited
Amused
Involved
Energised
Warm
Bored

30. Twitch is a place for everyone,
and that includes brands
Source: Twitch Creative Focus Groups, Twitch RPG, October 2021
69%
Agree
any brand can advertise
on Twitch
(+2%pts vs competitor average*)
60%
Agree
prefer to use or buy a
brand if they know they
advertise on Twitch

31. Brands have the right
to be bold on Twitch
73%
Agree
brands can be bold and
creative on this platform
(+6%pts vs competitor average)
70%
Agree
brands can be playful when
advertising on Twitch
(+5%pts vs competitor average)

32. they are more likely to
consider brands that creators
recommend
(+5%pts vs competitor average)
69%
Agree
they are more likely to consider
brands that creators use
themselves
(+8%pts vs competitor average)
Direct Impact
66%
Agree
that work with
Twitch streamers
can drive:
Brands advertising is important because it supports creators
(+7%pts vs competitor average*)
73%
Agree
Engagement

33. Source: Sign Salad, Twitch Semiotic Analysis, UK, US, DE, BR, JP, September 2021
The best performing
partnerships align
with the emerging
behaviours and best
practice guidelines
Culture as it is now
Present
Culture as it is becoming
Emerging
Curated Authentic
Fixed Fluid
Exclusive Inclusive
Passive Collaboration
Disengaged Purposeful

34. Key Takeaways
Key Takeaways
Key Takeaways
Key Takeaways
Lead, don’t follow
Thrive in 5
Generation Twitch
Authentic | Fluid | Inclusive
Collaboration | Purposeful

35. Kindly scan
the QR code
for the survey