Twitch is becoming a youth marketing mainstay for Ally Financial and American Eagle. For brands that aren’t native to the gaming / esports space, Twitch is helping them authentically tap into youth culture. Ally Financial sponsors a Money Moves segment on Twitch to educate young people about financial literacy and also debuted an island in Animal Crossing on the platform. Meanwhile, American Eagle works with gaming influencer Matthew Meagher who often talks about the brand during his live conversations, and the brand is debuting a docuseries featuring Twitch streamers next month. Andrea Brimmer, chief marketing and public relations officer at Ally Financial, says, “don’t get left behind sleeping on esports because you think it’s just a bunch of guys in their basements,” advising brands to get involved in the platforms that youth are engaging with—a.k.a. Twitch. YPulse’s media consumption data shows that 16% of Gen Z and 14% of Millennials are watching video content weekly or more often on Twitch. (Adweek)
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