"The job is creator marketing," says Delphin, in part because of the realities of the role that the platform plays in the wider social ecosystem. Viewers tend to discover Twitch creators off-platform and follow them to Twitch ("with high intention"), so marketing and supporting those streamers is central to marketing the platform - "kind of like a streaming service that promotes content instead of the brand... we're a bit like a house of brands in that way, so a lot of our focus is on enabling, empowering and informing streamers."
She continues: "We reach viewers when creators are effective. When they’re growing, when they’re inspired, they bring other creators in. Creators bring viewers in. That’s the job in a nutshell."
The current strategy emphasizes "community" and "trust," critical concepts for maintaining user confidence amid challenges like recent layoffs and the platform's unprofitability.
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