Twitch is a platform that was born out of communities, communities that build a rapport with the content creator, which is among the strongest in this digital age. Twitch creators are also some of the most genuine and authentic in the influencer world, as keeping up an act whilst on livestream for up to eight hours is no easy feat. Similarly to how podcasts have seen a significant rise in interest from brands and sponsorship due to the length of engagement, Twitch represents a level of engagement, for periods of time that has never been seen before on any vertical. Gamers are very savvy as consumers and are extremely cynical of brands or corporations that seem inauthentic in their attempts to speak to them - so it is essential to learn about, understand, and directly speak to gaming culture and its nuances in order to target this audience through esports streaming platforms.
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