Marketing Strategies in America: The Success of Twitch Among New American Generations

Bringing Brands in the United States to the Live Streaming Platform to Reach Young American Consumers Creatively

The youngest American consumers have started to move away from traditional social media and are signing up for platforms that promote socialization and broader shared experiences. These include video games and live streaming platforms like Twitch: one of the most-watched videos on the platform is Alexandria Ocasio-Cortez's live stream playing a popular video game among American gamers, followed by 430,000 viewers. Twitch is, in fact, centered on video game content and tournaments or e-sports.

Since the pandemic hit, virtual spaces have transformed from games into genuine gathering places (or digital campfires) for young consumers in the United States. Particularly in the past year, gaming and live streaming platforms have become a force influencing not only the online consumption behaviors of Gen Z but also how they experience and shape American culture. For this reason, companies wanting to sell in the USA can no longer ignore the new gathering places of the younger segments of American consumers.

The Twitch Trend is on the Rise: Brands Targeting Young American Consumers Need to Pay Attention to Gen Z's Interest in Emerging Online Platforms

To Reach the Twitch Audience in America, Brands Need to Think About Interaction

Almost 80% of Americans over the age of 13 identify as gamers, and one in two young Americans watches other people play video games. On Twitch, the number of daily visitors has grown from 17 million to 27 million, and at the same time, the amount of content not strictly related to gaming, such as cooking, sports, music, fashion, and politics, has increased, where interaction remains high.

These are significant numbers that can support the growth of brands in the United States: from events to talk shows to interactive ads, companies selling in America have more and more strategies to rely on to create online engagement and interact with new consumer targets.

Advertising on Twitch in America: Creating Authentic Experiences to Get Close to Younger American Consumers

Brands Active in the US Market Can Reach Consumers on Twitch Through Video Ads or by Collaborating with Twitch to Create Custom Ads and Experiences

Like all platforms of this type, Twitch is a gathering place for many micro-communities in America, which creates a sense of intimacy and imitates the way Gen Z wants to connect today. American consumers using Twitch feel like they are interacting with real people and expect to establish a similar relationship with brands in the USA: needless to say, the most important factor for marketing on Twitch in America is to create an integrated and natural experience so consumers don't feel like they're watching an ad.

It's challenging to reach the Generation Z (or Alpha) audience on Twitch in the United States, especially because these consumers also frequent other online communities. However, just as it has become a must for brands in America to develop a presence on social networks, so it is to build an audience of potential consumers on new trending platforms in the USA. Companies willing to experiment on Twitch have a real opportunity to cultivate a relationship that will bear fruit in the years to come.