"Amazon is positioning Twitch as a defining asset in its CTV ambitions, folding the platform's hard-to-reach audience and live-video inventory into the same pitch it uses to sell Prime Video and Fire TV. That marks a clear break from not all that long ago. At Amazon's 2024 upfront, executives walked advertisers through an expanding video portfolio, but Twitch - despite having been in the fold for a decade - barely registered."
"According to the deck, 13% of Twitch viewers don't use YouTube, 66% aren't on TikTok, 67% of users don't use X, 86% are not on Snapchat, 68% aren't on Instagram, and 70% of Twitch viewers don't use Facebook. But exclusivity alone only goes so far. Advertisers also want proof that the people it is reaching are actually paying attention. Here, the slide pivots to engagement, pointing out that Twitch viewers spend an average of 74.3 minutes per visit on the platform."
Amazon is elevating Twitch within its connected-TV advertising strategy, combining Twitch's live-video inventory with Prime Video and Fire TV in sales pitches. The Twitch audience is quantified as 67 million U.S. viewers, with 70% aged 18 to 34 and 74% incremental to Prime Video campaigns. Platform overlap is low, with significant portions of Twitch viewers not using major social or video platforms. Engagement on Twitch averages 74.3 minutes per visit, far exceeding time spent on competing platforms. Amazon is promoting multiple premium video formats and placements to convert high attention and distinct reach into advertiser scale.
Read at Digiday
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