Twitch is diversifying their content to move beyond gaming and reach even more young viewers. Recently, the Amazon-owned streaming platform has begun branching out, working with brands to create new content experiences. Last week, Lexus unveiled its first car designed by and for the Twitch community after enlisting gamer Fuslie, who generated 500K viewers to the livestreamed event. They also collaborated with the NFL to simulcast their “Thursday Night Football” coverage last fall. According to one strategist, non-gaming content will become an important part of Twitch’s future growth and while it won’t replace or compete with the volume of gaming content it offers, it will “draw valuable audiences that will help diversity [their] product offerings.” YPulse’s media consumption report found that 28% of Gen Z are currently watching content on the platform weekly or more. (Marketing Dive, Hypebeast)
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