The COVID-19 has brought with it a wave of changes, including an increasing need to be virtually connected, entertained, amused, stimulated, surprised, and much more besides. As a direct consequence, social media, apps, and digital platforms have seen unprecedented inflows.
Worldwide, the daily consumption of online content has increased since the start of the COVID-19 pandemic, doubling on average from 3 hours 17 minutes to 6 hours 59 minutes. Overall, YouTube has seen the biggest growth in audience interest, with 43% of consumers spending more time on the platform, while Tik Tok has seen the highest growth among the 18-24 demographic.
Shifting the focus to Italy and Hungary, the trends recorded seem to be more than similar.
According to the Starting Finance Deal observatory, Italy’s 2020 saw a surge in the use of digital devices, with a growth of 35%. The main beneficiary of this upward momentum has been the world of apps, starting with the now-famous Zoom. Compared to 2019, downloads grew 60-fold to 131 million. Along with Zoom, there were many downloads for similar apps such as Microsoft Teams, Google Hangouts Meet, and Houseparty. Looking at the world of digital entertainment, Netflix had a 332% increase in downloads, while Amazon’s video offering saw a 101% increase in downloads. In the area of social media, Tik Tok reigned supreme as the most popular platform among young people.
In Hungary, the percentage of internet users who believe that digitalization has a positive impact on their daily lives has risen from 54% to 71%, following a massive increase in employees working from home and an increase in daily social media use. According to a survey by the research company eNET, 99% of Hungarian internet users now use some form of social media application. 5.4 million Hungarians are Facebook users, while YouTube is the second most popular platform with 5.1 million users. Messenger is the third most popular with 4.9 million users. Platforms such as Viber (2.9 million users), Instagram (2.1 million), and Skype (2 million) are somewhat less popular. For teleworkers, the latest teamwork tools (Teams, Slack) are used by around 41%.
One digital platform that is now enjoying widespread success is Twitch.
In this sense, ITL Marketing decided to officially present the digital platform owned by Amazon, focusing on its diffusion in Italy and Hungary.
What is Twitch?
Founded in 2011, Twitch is an online live video streaming platform owned by Amazon.
What does it mean? Essentially, its users have the opportunity to both stream-live and watch other streamers’ content. Streamers usually give commentary on gameplay, while viewers connect in a sidebar chat.
Although Twitch is primarily a platform for live gameplay and commentary, there is no shortage of talk shows, cooking shows, sporting events, and gaming conventions.
Last year, the platform recorded 23 billion hours of views (+62%), 2 million average visitors (+62%), and 263 million streams (+40.7%) worldwide. Comparing the countries under analysis, Italy stood out with 8 million hours viewed (+58.7%) and 5 million streams (+61.3%), while Hungary had 2 million hours viewed (+9%) and 997 thousand streams (+3%).
In this context, many YouTubers, as well as celebrities and showbiz personalities, have opened an account on the platform. An example is given by the famous US rapper, songwriter, and producer Snoop Dogg, followed by other well-known personalities such as Post Malone or Donald Trump.
Twitch as a marketing tool
This growing stream of videos, people, and views has turned Twitch into a key marketing channel for businesses and brands of all kinds.
In 2021, 15.1% of internet users watched other people play video games. Moreover, comparing the average Twitch user figure of 2 million reported above with the data recorded by other platforms, it is possible to understand the extent of the phenomenon. According to research conducted by Hootsuite and Wearesocial, YouTube takes the first position with 2.29 trillion users, followed by Facebook (2.1 trillion), Instagram (1.29 trillion), Messenger (1.01 trillion), and LinkedIn (745.6 million).
Therefore, it is of paramount importance to understand how Twitch’s audience is composed in order to develop targeted and therefore efficient marketing strategies.
Twitch demographics: 5 types of users
Research developed by SOPRISM (Specialized Society in the Digital Consumer Intelligence), commissioned by the Italian eSports Observatory, reveals the psychographic profiles of typical Twitch users.
The data presentation begins by dispelling a myth. Contrary to public thinking, Twitch is not just a channel for youngsters. According to the aforementioned research, in Italy, the age groups range between 18 and 34, with a prevalence of male viewers (77%).
In terms of geographical positioning in Italy, users seem to be concentrated in Lombardy and in the main Italian cities: Milan, Rome, and Naples. Analyzing Google search trends in Hungary, we find that interest in Twitch seems to be concentrated in provinces such as Hajdú–Bihar, Békés, and Nógrád. In addition, the cities of Strigonio, Érd, and Veszprém stand out.
The study also highlighted the media habits of Italian users: 87% of the audience is registered on Instagram compared to 38.3% associated with Facebook. In Hungary, the most downloaded app in 2021 is Facebook, followed by Viber and Instagram.
The research goes on to identify five main Italian user types: the adrenaline junkie, the workaholic, the financial expert, the sportsman, and the animal lover. In other words, adrenaline, sports, and animals, combined with a strong work and asset management orientation are the main interests of the platform users.
Social and collective issues also seem to fit in well with the audience just described. The 2.3 million Italian users interested in Twitch content care about environmental sustainability, the LGTBQI+ community, and social equality. These are people who have been proactive in participating and supporting collective discussions.
The users’ favorite brands, video games and TV programmes
The interests and attitudes described above are reflected in the preferred brands and product categories. For example, the spirit of adventure and adrenaline are associated with brands such as Monster Energy and Red Bull. On the other hand, concern for the environment can be found in a strong interest in the sustainable brand Patagonia.
In this context, describing the most popular video games among the Twitch audience is a must: Call of Duty, Overwatch, Counter-strike, League of Legends, and Dota 2.
Instead, the most popular TV programs are Fairy Tail, Dragonball Z, and The Simpsons.
Average user interview
The primary goal of this section is to give a clear overview of the Twitch user type.
We’ve talked about demographics, interests, favorite TV shows, and video games used. However, there is still something missing. We have no idea why users are interested in the platform, we don’t know how they view and describe it, and many more are the gaps left. So we decided to beef up the description above through an interview with the average user.
- In few words, how would you describe Twitch and its features?
Simply, Twitch is a live content platform whose main feature is the increased interaction between content creator and user.
- In what sense does Twitch offer the opportunity for more interaction with streamers?
Essentially, the user has the opportunity to comment live on the content creators’ videos. Obviously, given the consistent flow of people, not all comments are read. Furthermore, there are streamers who mute comments or skip them. In this sense, there is the possibility to make donations so that you can write a text that will be read during the live streams. Thanks to these features, comments, and donations, the content creators have the possibility to improve the proposed videos. In fact, they already understand during the live shows if they like or dislike the content so they can improve it.
- How long have you been using Twitch and in what way?
I have to be honest. Before Covid, I had no idea a platform as Twitch existed. However, during quarantine, I came into contact with this content source thanks to a single content creator: Homyatol. I’ve already followed Homyatol on other social networks for his interviews/chats with celebrities. During the quarantine, I’ve decided to join Twitch and follow his channel.
- What kind of content can you find on the platform, but more importantly what kind of content do you prefer?
Actually, you can find any type of content. For example, among the “main categories” it is possible to find video games, talk shows & podcasts, just chatting,…
As for my favorite content, as mentioned above, I follow Homyatol’s channel. So, rather than following gaming conventions, I prefer videos of interviews with famous people. I would say I prefer lighter videos. Just consider that sometimes I watch highlights of Twitch lives on YouTube. On YouTube, there are so-called “Freebooters“, people who post Twitch live excerpts. Most of the live shows are too long. To save time, I prefer to use YouTube.
- What are the pros and cons of the platform compared to other social media? Compared to, for example, YouTube, another streaming platform, which elements do you prefer or which, on the contrary, you dislike? In short, why do you use Twitch?
As I have already pointed out, I think that Twitch live shows are a bit too long and, consequently, demanding. However, more and more YouTubers are moving from YouTube to Twitch. Probably, they have noticed that part of the YouTube audience is migrating from one channel to another. By creating a channel on Twitch, they would have the possibility to adopt a multi-channel strategy to entertain their followers on multiple platforms.
I think the main Twitch advantage is its authenticity. On Youtube, content creators can decide what to show and what not to show. On Twitch it’s harder to hide and conceal. Fiction is excluded. Moreover, there is the opportunity to access live chat. People may have the impression of being ‘friends’ with the streamers. You could probably say that the user-content creator relationship is solidified.
- Do you know any brands, famous or not, that use this platform as a promotional space or means of communication?
In general, I only noticed brands during the advertisements at the beginning of the live broadcast. Among the brands, I remember energy drink brands like Level-up or RedBull. I also read about Vodafone deciding to build a stream room for two famous Italian streamers.
Twitch: a great marketing opportunity
As already mentioned, Twitch is now an important marketing lever for companies all over the world. Brands use Twitch to increase brand awareness, target potential new audiences, produce innovative content and exploit influencer marketing. Twitch becomes a key tool for engaging customers on a large scale and achieving important marketing goals.
There are many possibilities offered by the streaming platform: digital events, interviews, influencer marketing, advertising, demonstration sessions, and video games leagues.
Let’s start by saying that Twitch is a suitable space for digital events of all kinds, such as concerts, award ceremonies, product reviews, and much more. Thanks to its vast and more than a varied audience, this platform has become a privileged place for broadcasting a myriad of events.
Secondly, Twitch offers the opportunity to promote oneself through exclusive interviews and meetings. To date, several streamers-brands are enjoying great success with this type of content.
Moreover, brands could start collaborations with influencers if not content creators. This would give them the opportunity to showcase their products and services to viewers and potential new customers.
The same goal could be achieved by investing in digital advertising. Twitch, before any live broadcast, plays video advertisements. Companies could exploit this platform as an advertising and communication vehicle.
Another strategy concerns classes or demonstration sessions. If the brand or product is linked to something that can be taught to the public, live broadcasts could be a turning point.
Finally, bearing in mind that eSports are still the focus of Twitch, companies could organize video game leagues. By sharing the audience’s greatest passion, companies could strengthen the bond between brand and customer.
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