By Anadege Freitas, Director of Content and Partnerships at Twitch
Since its inception in 2011, Twitch, originally conceived as a video game streaming service, has undergone significant evolution. Gaming content not only marked its beginnings, but has also been instrumental in its expansion and continued success. This segment has propelled Twitch to become a major player in the live streaming scene, while fostering highly engaged online communities.
According to Newzoo, 85% of internet users globally engage with gaming content, and 64% do so by watching it on third-party services. This indicates that a significant portion of the audience spends their time watching streamers and content creators exploring and enjoying their favorite games. Furthermore, younger generations, especially Generation Alpha and Generation Z, are the ones who consume this type of content the most, with viewing rates of 80% and 79%, respectively.
On Twitch, gaming goes beyond simple gameplay; it fosters sharing experiences, creating connections, and building communities. The relationship between streamers and viewers is dynamic and goes beyond the traditional broadcaster-audience interaction. The interactive nature of live streaming, with real-time chat and community engagement tools, creates an environment where viewers feel connected not only to the streamers, but also to each other.
Compared to other streaming services and social networks, Twitch has excelled at engaging its users for longer periods of time. According to Twitch’s Social Narrative research, 37% of the service’s users spend three or more hours watching streams. Latin America, in particular, has some of the most involved and engaged gaming communities on Twitch.
In Latin America, the growth of the gaming category on Twitch has been driven by several factors, such as widespread internet adoption and a highly engaged audience. Although mobile gaming is less representative in terms of participation, consumption of these games has been increasing. Streamers like Gaules and OEstagiário have taken advantage of these trends, building dedicated and engaged communities that follow their favorite streamers even at non-gaming events, such as the Kings League World Cup. Additionally, initiatives like QSMP have attracted content creators from around the world, including Brazilians like Cellbit, Bagi, Peq, Phelps and Forever, demonstrating the expansion and global impact of the streaming ecosystem.
For new content creators, phenomena like Let’s Play videos, eSports streams, and collaborative multiplayer games have created subcultures that, while niche, attract millions of viewers. These viewers tune in not just for the gameplay, but also for the personalities involved and the opportunity to share knowledge and enthusiasm with the community.
So far, gaming’s role in Twitch’s trajectory is clear. It has not only shaped the service, but continues to influence its evolution. As Twitch diversifies and grows, its gaming roots will remain a central pillar of its success, serving as a gateway for new viewers and connecting them to an ever-expanding array of content, from real-life updates to art and sports.
* This text does not necessarily reflect the opinion of the vehicle
Follow ADNews on Instagram and LinkedIn, and the new ADGroupBR.
