Twitch Plans to 'Aggressively Broaden' its Content and Expand Beyond Gaming as it Battles YouTube

by

Twitch, the platform known as a place to watch streamers play games like League of Legends, Fortnite, and Overwatch, is now looking into becoming a "broader video service" that would cater to lifestyle vloggers from rival company YouTube.

According to a report today by Bloomberg, Amazon-owned Twitch has decided to "aggressively broaden" the programming on the platform to directly compete with YouTube, and gain more advertising revenue in the process. Amazon and Twitch have reportedly pursued exclusive live-streaming deals with "dozens" of popular media companies and personalities who are currently on YouTube.


These deals are said to be worth "as much as a few million dollars a year," and include a share of future advertising sales and subscription revenue. "A few deals have closed," although some approached by Twitch have not agreed to the company's terms, including a minimum amount of hours required to livestream per week.

Despite Twitch's plans to add more non-gaming programming, the company is still focusing on live streaming video.

“There will be a steady drumbeat of lots of new content we’re bringing on,” says Michael Aragon, Twitch Interactive Inc.’s senior vice president of content. “We’re growing well, and that makes us an attractive destination for people looking to do new things in live, interactive entertainment.”

When Amazon bought Twitch in 2014, the live streaming service was exclusively focused on video games and didn't let anyone post videos that weren't related to gaming. In recent years, Amazon slightly expanded the scope of the platform with "Twitch Creative," encouraging non-gamers like chefs and artists to stream on Twitch. There have also been marathons of old Saturday Night Live episodes and some live sports.

Despite this introduction of new content, Twitch is still primarily video game-focused today. When browsing the Discover tab on iOS, popular live gaming streams, gaming channels, game clips, and more fill up the space. While Twitch will retain all of the live-streaming features and community of gamers it currently has, today's report suggests that users can expect to see more non-gaming streams in this area down the line.

This "broader video service" expansion appears to have gained even more momentum recently, as Twitch looks to bring people to its platform who might be more susceptible to advertising. As it stands, Twitch's target audience of young male gamers "tend to be resistant to ads." Justin Warden, CEO of e-sports marketing agency Ader Inc., explained that "few brands are excited about reaching an audience of hardcore gamers," but there is interest for "working with an influencer or personality."

YouTube has been losing favor in the creator community for a few years now, most recently causing controversy in May by testing a non-chronological video order in the user's subscription feed. In January, YouTube and Google announced new rules surrounding creator monetization and partnerships, particularly de-monetizing videos that have controversial or inappropriate content. This caused many YouTubers to consider lessening their focus on the platform and look into supplementing their income with other services like Twitch.

Top Rated Comments

(View all)
Avatar
26 months ago
I still don't understand why some want to spend hours watching someone else play video games rather than do so themselves. It's like the kid at the arcade who was all out of tokens and instead had to stand around with a sad look on his face, watching others have fun playing instead.
Score: 2 Votes (Like | Disagree)
Avatar
26 months ago

I still don't understand why some want to spend hours watching someone else play video games rather than do so themselves. It's like the kid at the arcade who was all out of tokens and instead had to stand around with a sad look on his face, watching others have fun playing instead.

I recently started watching Twitch early this year after discovering Prime benefits. I've got a full-time job and 2 kids. Some days I may not get a chance to play until I'm too tired to do so. It gives me a chance to still experience gaming. I'm also the type of person to get way too into a game and stay up way too late to keep finishing things. Sometimes I may pull up Twitch during my work breaks, which is just about enough time to watch most of a game of Fortnite or PUBG.

Twitch also provides me a way of watching true gameplay to know if a game is worth buying. Limited time means I don't want to waste it on a game I won't like.
Score: 2 Votes (Like | Disagree)
Avatar
26 months ago

The first company to provide a solid YouTube alternative that has a major creator move over to it is going to be rich. But that’s the problem: the big creators don’t want to move because even with reduced revenue they’re still making millions. Unfortunately YouTube is probably going to have to screw up even more before something changes.

The issue is big creators don't have to move. They are all on YT, IG, Snap, Twitter, etc. It would take some type of exclusivity deal to get the big creators to drop their diverse income streams. They would most likely be taking up front money with the knowledge that they'd be losing a portion of their audience.
Score: 1 Votes (Like | Disagree)
Avatar
26 months ago
Are there 2 words in this world more deplorable than "lifestyle vlogger"?
Score: 1 Votes (Like | Disagree)
Avatar
26 months ago
This was bound to happen after Amazon bought them. They'll ruin the site by making it too broad and then a new site will emerge dedicated to game streaming and it'll take over.
Score: 1 Votes (Like | Disagree)

Top Stories

iPhone Maker Foxconn Says China's 'Days as the World's Factory Are Done'

Wednesday August 12, 2020 7:55 am PDT by
China will no longer be the world's manufacturing epicenter going forward, according to Apple's largest supply chain partner Foxconn, which has been gradually expanding its operations in other countries amid the U.S.-China trade war. "No matter if it's India, Southeast Asia or the Americas, there will be a manufacturing ecosystem in each," said Foxconn chairman Young Liu, according to Bloombe...

Leaker Jon Prosser: Apple Watch and iPad Launching in September, iPhone 12 Event to Take Place in October

Wednesday August 12, 2020 4:31 pm PDT by
Apple last month confirmed that this year's iPhone 12 models will launch outside of their normal September timeframe and will be "available a few weeks later," which has led to speculation about when an event might be held. Leaker Jon Prosser, who sometimes shares accurate knowledge of Apple's plans, today said that Apple will hold its iPhone 12 event during the week of October 12, with...

Apple Takes Legal Action Against Small Company With Pear Logo

Saturday August 8, 2020 11:09 am PDT by
Apple is taking legal action against the developers of the app "Prepear" due to its logo, according to iPhone in Canada. Prepear is an app that helps users discover recipes, plan meals, make lists, and arrange grocery deliveries. The app is a spinoff of "Super Healthy Kids," and the founders claim that they are facing litigation from Apple. Apple reportedly takes issue with Prepear's logo, ...

Apple to Launch Bundled Subscription Services Called 'Apple One'

Thursday August 13, 2020 3:41 am PDT by
Apple will launch a new range of subscription service bundles called "Apple One" as soon as October, according to a new report by Bloomberg's Mark Gurman. The series of bundles would allow customers to subscribe to several Apple digital services together. This is expected to result in a lower monthly price than when the services are subscribed to individually. Bloomberg reports that the...

Apple Releases iOS and iPadOS 13.6.1 With Fix for Storage Issue and Green Tinted Displays

Wednesday August 12, 2020 1:31 pm PDT by
Apple today released iOS and iPadOS 13.6.1, minor updates that come a month after the release of the iOS 13.6 update with Car Keys and Audio Apple News+ stories. The iOS and ‌iPadOS‌ 13.6.1 updates are available on all eligible devices over-the-air in the Settings app. To access the updates, go to Settings > General > Software Update. iOS 13.6.1 addresses an issue that could cause...

Apple May Release 4G-Only iPhone 12 in Early 2021

Tuesday August 11, 2020 5:28 am PDT by
In a research note shared by Business Insider, Wedbush Securities analysts said that Apple may release a cheaper iPhone 12 in early 2021 with no 5G connectivity. Wedbush initially believed Apple would launch a mix of 4G and 5G iPhone 12 models this fall. Following re-examination of Asian supply chains, analysts Daniel Ives, Strecker Backe, and Ahmad Khalil revised the predictions,...

Apple Removes Fortnite From App Store [Update: Epic Files Lawsuit Against Apple]

Thursday August 13, 2020 11:58 am PDT by
Just hours after Epic Games introduced a new direct payment option for Fortnite that skirts Apple's in-app purchase rules, Apple has pulled the Fortnite app from the App Store. Fortnite is no longer available for download on the iPhone or the iPad, and Apple provided a statement to MacRumors on Fortnite's removal:Today, Epic Games took the unfortunate step of violating the App Store...

iPad Pro Keyboard Comparison: Logitech's $160 Folio Touch vs. Apple's $300 Magic Keyboard

Tuesday August 11, 2020 2:11 pm PDT by
Logitech recently debuted the Folio Touch, a keyboard and trackpad case designed for the 11-inch iPad Pro that serves as an alternative to the Magic Keyboard. In our latest YouTube video, we compare the $160 Folio Touch to Apple's $300 Magic Keyboard to see which is better. Subscribe to the MacRumors YouTube channel for more videos. Logitech is selling the Folio Touch for $160, while Apple's...

Apple Releases macOS Catalina 10.15.6 Supplemental Update With Virtualization Bug Fix

Wednesday August 12, 2020 1:20 pm PDT by
Apple today released a supplemental update for macOS Catalina 10.15.6, with the update coming a month after the original launch of macOS Catalina 10.15.6. The ‌‌macOS Catalina‌‌ 10.15.6 Supplemental Update can be downloaded from the Mac App Store using the Update feature in the System Preferences app. According to Apple's release notes, the update fixes a problem that could cause...

Kuo: Global iPhone Shipments Could Decline Up to 30% If Apple Forced to Remove WeChat From App Store [Updated x2]

Sunday August 9, 2020 10:17 pm PDT by
In a worst-case scenario, Apple's annual global iPhone shipments could decline by 25–30% if it is forced to remove WeChat from its App Stores around the world, according to a new research note from analyst Ming-Chi Kuo viewed by MacRumors. The removal could occur due to a recent executive order aiming to ban U.S. transactions with WeChat and its parent company Tencent. Kuo lays out...