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Game Streaming Platform Twitch is Seeing a Significant Rise in Non-Gaming Live-Streams



You may not watch Twitch content yourself, you may not be interested in gaming live-streams, or gaming culture more generally. But the influence of gaming is massive, and as younger users who’ve grown up with functions like live-streaming move into adulthood, and more viable spending demographics, you can expect the focus on such platforms to evolve in-step.

This is an important trend to note, because as this shift happens, platforms like Twitch are gradually becoming more popular, and thus, more relevant for marketing and outreach purposes. And this week, we’ve seen signs of another important shift in this area, with a new report showing that Twitch’s non-gaming live-streams are now becoming just as popular, if not more so, than it’s traditional gaming-focused content.

As per Wired:

“In December, Twitch viewers watched 81 million hours of “Just Chatting,” Twitch’s category for streamers who do exactly that, plus any number of other grab-bag activities. That was a solid 7 million hours more than the first game listed, League of Legends, and 23 million more than the second, Fortnite.”

Twitch 'Just Chatting'

In essence, Twitch is becoming a more general live-streaming hub, where its legion of fans are growing more accustomed to live-streaming as a means of communication and interaction, not just as an avenue to explore games. That has significant implications for the broader web – already, gaming culture is a foundational element for other video platforms like YouTube and increasingly Facebook too.

As gamers spread out to other interest areas, such trends will likely boost the popularity of live-streaming more broadly, and in particular, the use of streaming as a social element, and a means to remain connected and engaged on a broader range of subjects.

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This could mean that more businesses should be looking to live-streaming as an outreach option – with a broader set of people becoming more accustomed to the format (and worth noting, Twitch users watched 660 billion minutes of content overall in 2019, up from 560 billion in 2018), it’s likely becoming an increasingly viable, and attractive, content option for viewers over time, which could lead to increased engagement.

Twitch viewer growth

But it also points to the expansion of gaming culture, and the relevant outreach opportunities connected to such. If more Twitch streamers are discussing a broader set of topics, that could make Twitch itself a more viable channel for influencer marketing outreach for content not necessarily connected to gaming.

Given its focus, Twitch may seem like a limited channel for brands, but maybe, through this expansion, things are changing, and it may be worth tagging onto the growth of gaming, where possible, to boost your digital presence.

And definitely, gaming is a key element of digital platform growth. Just this week, YouTube signed up three new gaming stars to help boost its connection with the gaming community, while Microsoft has invested in popular Fortnite streamer Ninja in order to maintain its own connection to this audience. 


The platforms aren’t doing this for no reason – gaming is huge, and it could actually be key to winning the online video battle. As such, it’s worth marketers taking note of such shifts, and considering what they mean for the next generation of consumers, and subsequent outreach strategies.

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Jack Dorsey Exits Twitter Board, Clearing the Way for the Elon Musk Era at the App



Elon Musk Launches Hostile Takeover Bid for Twitter

While there’s no new news on the Elon Musk takeover saga, we do have another reminder that Twitter’s leadership team is never going to be the same, regardless of what comes next, with co-founder and former CEO Jack Dorsey today leaving the Twitter board, effective immediately.

Dorsey’s full exit removes another big chunk of experience from the company – over the past two weeks, Twitter has lost:

  • Consumer product leader Kayvon Beykpour, who’d worked at Twitter for four years
  • Head of revenue product Bruce Falck (5 years)
  • Ilya Brown, a VP of product management (6 years)
  • Katrina Lane, VP of Twitter Service (1 year)
  • Max Schmeiser, head of data science (2 years)

That said, Dorsey’s move, isn’t a surprise.

Back in November, when Dorsey announced that he was standing down as Twitter CEO, he also noted that he would stay on Twitter’s board till around ‘May-ish’ to help incoming CEO Parag Agrawal and incoming Twitter Board chair Bret Taylor with their respective transitions.

Of course, back then, Dorsey couldn’t have predicted the chaos on the horizon, but despite the distractions of an imminent takeover, Dorsey has decided to stick with his original plan, and step away from the platform that he helped build.

That clears the path for a new era under Elon Musk, who has vowed to make significant changes to the way that Twitter operates – though of late, Musk seems to be more distracted by stats on population decline and political conspiracies than he does in completing the Twitter deal.

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On May 13th, Musk said that his Twitter takeover offer was effectively ‘on hold’ pending more data from Twitter on its fake profile count, which it pegs at 5% of active users. Many users have since shared partial evidence that, in their opinion, proves that this number is not correct, while Twitter itself has maintained that there’s no such thing as ‘on hold’ in the takeover process, and that it’s preparing for the deal to close sometime soon.

Musk says that he won’t pay full price for something that’s not what he believed he was purchasing.


But then again, Musk also waived doing detailed due diligence on Twitter’s business, in order to reach an agreement faster, which means that he may be tied to the purchase anyway, regardless of what Twitter or anyone else may find here.

For his part, Dorsey has been a strong advocate for Musk, and his interest in Twitter, and has noted several times that he believes Musk is the best option to ‘save’ the company.

Now Dorsey is getting out of the way to let that happen, which will mean that none of Twitter’s four founders remain in any position to advise or guide the platform in any direct capacity from now on.

That could be a good thing. Twitter, of course, is a far cry from what it was in the beginning, and maybe now it needs to detach from its founding concepts to reach its next stage.

But again, that’s a lot of experience heading out the door, with current CEO Agrawal also on the chopping block, according to Musk’s statements.

How that impacts Twitter’s future direction is hard to say. Again, Musk has already flagged significant changes, but without experienced voices advising him on what’s happened in the past, he could be doomed to repeat previous mistakes, impeding the company’s progress even more.

Or maybe it makes things easier, without the constraints of past limitations holding things up. I would lean towards the former, but clearly, Musk has his own ideas about how he’s going to transform the app, once he does, eventually, take control.


Which seems like more of a ‘when’ than ‘if’, but maybe Musk has some other trick up his sleeve to either reduce his offer price or get out of the Twitter deal entirely.

Either way, massive changes are coming to the app, which could alter the way that it’s used entirely.

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