Lionel Messi made his debut on Twitch and did so with astronomical numbers: just a few minutes with Ibai Llanos were enough to add 300 thousand viewers. The Amazon platform that was born to transmit video games is consolidated as a key player this year, to the point that, for many, he does not compete with TV: he has already killed her.
Ten years after its launch, more and more people – especially young people – take the floor on Twitch and create content that is followed by millionaire audiences who, in addition to watching, can interact with it. host. But what specifically is Twitch?
It is a service of free live streaming, that is, online transmission through the internet. These transmissions can currently take various forms, but the origins of Twitch are anchored in video games: it arises as a platform to play and broadcast the game live.
However, at present it veered towards a format where streamers they do interviews with entertainment or sports figures, due to a genre called “just chatting” (simply speaking) that results in a wide variety of content.
In addition to programs, tournaments and events are broadcast. Photo EFE
Created by Justin Kan, a businessman who had ventured into the business with the popular platform Justin TV (which, in Argentina, was used a lot about 10 years ago to be able to watch football games encoded for free on the web), was sold to Amazon in 2014 by billion dollars. In fact, Twitch is a kind of detachment from the Justin.TV project.
The Twitch audience is mainly young, young people between 13 and 27 years old, who were born in the middle of the digital age and are used to consume content on demand and to interact, both conditions that television as we know it cannot meet.
Interaction, the key
Interaction is one of the keys to the success of the platform, which was acquired in 2014 by Amazon. During the broadcast, viewers can participate and interact with the streamer and with content that is seen on screen, which adds fun and allows the viewer be part of the broadcast like never before.
The channel has the possibility of watching live and delayed broadcasts, although its broadcasts are the main attraction. YouTube is still the preferred choice for video on demand. Twitch is accessible from all platforms: computer, cell phones and video game consoles such as Xbox and PlayStation.
Many of the streamers that now triumph on Twitch were popular youtubers, who have taken millions of followers with them to the new platform: this is the case in Spain of Wismichu, Auronplay, El Rubius or TheGrefg.
The swimmer Delfina Pignatiello broadcasts from her Twitch channel to more than 50 thousand followers. Photo: capture.
One of the reasons that motivated the transfer of youtubers to Twitch was the income: on YouTube they come from advertising, but on the live streaming platform money can be made from ads and subscribers.
It is becoming more and more common to see live broadcasts about anything: political news, music, cuisine, graphic designers, talks about history, cinema or technology.
Sergio “Kun” Agüero, the Argentine star of Manchester City, is one of the Argentines who made the best use of the Twitch platform during the 2020 pandemic. His live shows playing the soccer video game FIFA 21, and then sharing broadcasts with Ibai Llanos, El Rubius and even games of Among Us with Neymar, catapulted him to stardom in front of an audience that mostly began to discover him in this facet as a gamer.
Sergio Kun Agüero, the star streamer of the quarantine. Photo Twitch
Many others who have turned to this platform are artists, especially musicians, who used it to reach their audience at a time when the pandemic forced the cancellation of concerts around the world.
Twitch’s exponential growth comes precisely from this diversification of audiences: the platform captured the attention of all kinds of creators and, consequently, its audience gained in diversity.
As if that were not enough, the platform also has a tool to watch series and movies with the company of other users, thus forming a movie theater in which all viewers can have their say.
Sports, a key Twitch target
Lionel Messi, presented at PSG. Photo EFE
“We went from sad to happy in a couple of days. But I’m looking forward to this new beginning. I enjoy it but I want him to finish to start training, “Messi said in the talk with Ibai Llanos after signing with PSG.
The streamer himself had written in his account minutes before from the stadium: “It’s crazy for us to be here and creating content”, while posting “Messi on Twitch for the first time in history.”
It happens that sport Is a key niche on Twitch. At any moment of the day, 2.5 million people are connected to a live video on Twitch.
Every day they are 30 million, 75% of them under 35 years of age. The platform wants to promote sports content and begins to establish ties with clubs and organizations. “We are already talking to UEFA and FIFA “One of its executives, Farhan Ahmed, assures EFE.
It’s already happening. The Copa América that is currently being held in Brazil can only be seen in Spain through this platform, owned by the American e-commerce giant Amazon, since one of its best-known faces, the Spanish Ibai Llanos, bought the broadcasting rights together with Kosmos, the company chaired by the Barcelona player Gerard Piqué.
Twitch is a free live video platform, characterized by the multiple ways that viewers have to interact with the creator and that has experienced spectacular growth: in 2020 more than 18 billion hours of video and has 26 million active channels.