• Almost 60% of professionals will spend half or most of their social media and marketing budget on Twitch.
93% of marketers predict a long future for Twitch, the streaming content platform with a social network focus.
This is revealed by a study carried out by Toluna, a company specialized in online research that has surveyed 1,576 people of legal age, including many marketing professionals, to delve into the social phenomenon Twitch, the entertainment platform that is changing the way people invest. the brands in social networks and the behavior of the television consumption of its users.
Nearly 60% of professionals will spend half to most of their social media and marketing budget on Twitch. Click to enter
The rise of Twitch is more than real, we are seeing it and living it: the bells of the Spanish youtuber Ibai Llanos swept and exceeded the screen quota of channels such as Cuatro and Antena 3. It is the new place to be for regular influencers from other social networks , or and personalities from the world of sports and even politics are focusing their speech through this platform.
Twitch, the future of TV and brands
Brands, who seek to be where their audiences are, have already identified this growing platform as a space where they can be visible and active. In this sense, 92% of the marketers surveyed affirm that their brand is or will be present on Twitch, with almost 40% already having a presence.
49% of the professionals surveyed believe that we are before the future of TV and that we will stop consuming it in the traditional way. It is noteworthy that almost 60% indicate that it will become a platform like Netflix or Movistar + despite offering other types of content quite distant from fiction.
The data from the Toluna study place Twitch as the 4th social network in investment by brands, 59% of the professionals surveyed admit to dedicating to Twitch between half and most of the budget allocated to RRSS, a clear adaptation to the digital environment in continuous movement and that now, without a doubt, rules Twitch.
Users, parents and Twitch
Like many other social networks, Twitch has free content and other paid content, being the users themselves who can activate it. About 73% of the parents surveyed believe that there should be more regulation of the use of money by minors within the platform itself.
About 41% of parents say that their children use Twitch on a daily basis, compared to 6% who are unaware of their children’s use of the platform. In addition, it should be noted that 71% of the parents surveyed have their children use Twitch from their phones or family computers in order to have control.
The boom of this platform has exploded during the pandemic since it has been the place where many gamers, youtubers and influencers have lived in order to share content with their followers, becoming a social network known all over the world. More than 40% of those surveyed are subscribed to a Twitch channel since by the mere fact of having contracted Amazon Prime you have free payment benefits.
Undoubtedly, we are facing the rise of Twitch as one more brand instrument by which it brings closer to its consumers. In addition, it is a platform with such a variety of content and, therefore, a variety of targets, that make it the focus of attention for marketing, digital and social media strategies.
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