- Amazon is ramping up ad sales for Twitch as its reps are starting to sell ads on the live-streaming site after years of keeping the two companies’ advertising arms separate.
- A pitch deck sent to ad buyers shows Twitch had 159 million monthly and 26.6 million daily unique visitors in the second quarter of 2020.
- It also shows how varied Twitch users’ interests are beyond gaming.
- Amazon’s sales team that works with small advertisers is particularly pushing Twitch ads, showing the growing role that Twitch is expected to play in Amazon’s effort to compete with Facebook and Google for ad dollars.
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Six years after buying live-streaming site Twitch for $970 million, Amazon is ramping up ad sales on the site.
Amazon recently announced that advertisers can now buy Twitch display and video ads through Amazon reps. Previously, Twitch has run its business separate from Amazon.
Business Insider viewed slides from a pitch deck that Amazon Advertising recently sent ad buyers that reveals new statistics about Twitch’s audience from the second-quarter of 2020. Key points:
- Globally, Twitch has 159 million monthly unique visitors and 26.6 million daily unique visitors. In February, eMarketer estimated that Twitch will have 37.5 million monthly uniques in the US this year.
- People watched 1.6 billion hours of video content on the site in the second quarter of this year.
Twitch has been positioning its audience as mainstream to court big advertisers that may be wary about targeting the gaming audience that is notoriously fickle about advertising. The deck highlights that most Twitch users are 18 to 34, an audience many advertisers covet because of their spending power.
According to Amazon’s deck sent to ad buyers:
- 56% of Twitch’s audience is 18 to 34 years old.
- 14% of Twitch’s audience is aged 13 to 17.
Amazon’s pitch deck also breaks down the interests of Twitch users to show how their interests extend beyond gaming:
- 68% of Twitch users are interested in music.
- 68% of Twitch users are interested in gaming.
- 67% of Twitch users are interested in technology.
- 61% of Twitch users are interested in food and drink.
- 59% of Twitch users are interested in TV.
- 58% of Twitch users are interested in cooking.
- 55% of Twitch users are interested in eating out.
- 54% of Twitch users are interested in films and cinema.
A spokesperson for Amazon declined to comment on the Twitch statistics.
Amazon aiming at small businesses with Twitch ads
Until now, Twitch has focused on big ad accounts like KFC and Electronic Arts, and Amazon also seems particularly focused on small advertisers with its push into Twitch, said two ad buyers familiar with the pitch.
Amazon splits its sales accounts into a field sales team that works with big advertisers and emerging sales team that works with smaller advertisers and sellers, and it’s the latter team that’s particularly pushing Twitch ads, according to one ad buyer.
Amazon is mostly selling Twitch ads through direct buys but it differs by location. In Canada, Italy, Spain, and Japan, Twitch ads can be bought through managed services or the self-serve ad platform that marketers use to buy ads on their own, indicating that Amazon is experimenting with making Twitch a bigger part of ad services.
Joshua Kreitzer, founder and CEO of ad agency Channel Bakers, said the Twitch push shows Amazon is trying to compete with Facebook and Google by going after the ad dollars that brands spend to build awareness.
“They built the platform on trade dollars that were intended for a specific retailer — they’re really trying to be viewed as an awareness platform that rivals traditional mediums,” he said.
Some brands are wary of advertising to gamers because they tend to be ad-averse, but Nancy McLaughlin, director of search and enterprise services at ad agency Tinuiti said that she expected Twitch to appeal to grocery, consumer electronics, and apparel advertisers.
“This is a highly engaged audience that spends a lot of time on Twitch — this means greater and a more refined reach,” she said.