Twitch’s Ricky Chanana on Gen Z, influencers and their impact on advertising


Twitch’s head of sales, Ricky Chanana, spoke to AdNews about Twitch’s collaboration with Gen Z influencers/creators and building a platform for streamers to earn a living.

Drawing on Twitch’s advertising viewer statistics, Chanana revealed what engages the Gen Z audiences is the interaction of the service.

“It’s no secret that Gen Z consumers are hard-to-reach and reject traditional forms of advertising.

“While 75% of Twitch viewers are between the ages of 16 and 34, the live, interactive nature of our service means we have a very high level of engagement with them.”

45% of live video audiences are willing to support [advertising] content that’s live-streamed from a favorite team, speaker, or performer, and we’ve built a global Twitch community that’s open to advertising because they believe it’s important for supporting creators of free content.”

Chanana credits the success that numerous brands have seen from working with influencers to the ability of creators to reach target audiences across their niche field of expertise.

“76% of the Twitch community appreciate brands that help their favorite streamers achieve success, and they tend to buy brands they’ve seen advertised on our service and in creators’ streams.

Livestreaming has changed the way we create, consume, and share. Live video transcends space and time, and has the power to shift culture in a moment.

“By working with creators, brands can authentically reach their motivated communities audience that overlap with the desired target. It’s this authenticity that builds deeper loyalty between creators and viewers, powering real-time engagement that brands can’t find on other digital services.”

Chanana aims to ensure that Twitch positions themselves as a place for streamers to make a living educating and entertaining fans.

“As a part of our mission, we’re committed to connecting brands and creators for authentic branded experiences—helping creators to earn a living and brands to connect with our deeply engaged viewers.

“Twitch helps brands find the right high-visibility opportunities that map back to their brand values ​​- be it an event or tournament sponsorships or partnerships with creators.

“As we continue to see growing interest from marketers across industries, we’re working closely to educate both agency and brand partners on the ways in which they can authentically engage with Twitch’s unique audiences.”

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