Amazon is incorporating Twitch into its connected TV (CTV) plans, emphasizing its hard-to-reach audience and live content alongside Prime Video and Fire TV. This marks a significant shift from its previous approach, where Twitch had little visibility in advertising discussions.
Twitch’s Audience and Value
Amazon’s latest advertising pitch highlights that 70% of Twitch’s audience is made up of millennials and Gen Z adults. A notable slide presents that advertisers can reach 67 million U.S. viewers, 70% of whom are aged 18 to 34. Many of these viewers complement Prime Video campaigns by providing additional reach.
The audience is also distinct, with 13% not using YouTube, and 70% not on Facebook. With Twitch viewers spending an average of 74.3 minutes per session—significantly more than on other platforms—advertisers see potential value here compared to competitors.
Advertising Formats and Cost Concerns
To help advertisers leverage this attention, Amazon offers various video formats, including premium video and Twitch vertical ads. The latter is positioned as a cost-effective option, although some advertisers report concerns over pricing and scaling ad budgets effectively on the platform.
Advertisers such as Basis Technologies have experienced inconsistent budget delivery on Twitch, impacting their spending decisions. However, there is acknowledgment that Twitch’s audience can be particularly effective for specific campaigns.
Success Stories and Engagement Metrics
Some advertisers are fully embracing Twitch. Purplegator Marketing’s Bob Bentz allocates about 30% of his budget to Twitch for campaigns targeting younger demographics. His team has achieved better engagement metrics on Twitch compared to other platforms.
Twitch spokespersons emphasize the platform’s strong viewer engagement, noting that 46% of daily users spend over three hours on the site. They report that well-timed campaigns often outperform traditional advertising methods, especially for reaching young adults.
