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Twitch is emerging as a favorite new platform for publishers

Digiday 13 Jun 2019 04:01

Publishers have been playing more with Twitch — and even, believe it or not, making money off it.

As the Amazon-owned live video platform grows its sales team, publishers like The Washington Post, Cheddar and BuzzFeed have invested in creating specific shows catered to the platform over the last year. Publishers said Twitch is useful not only as a way to grow audience numbers but also to learn from a community that’s quite active in the comments. Publishers also can benefit from Twitch’s direct monetization options including in-stream ads and subscriptions.

“We’re still very much in experimentation mode. For us, it’s about seeing when there is news we can bring to the audience and delivering it. One thing we found appealing, unlike some platforms, Twitch has clear pathways to monetization,” said Phoebe Connelly, deputy director of video at The Post.

Each of these publishers makes money directly from Twitch via in-stream ads, which can run during live broadcasts and in replays. BuzzFeed also limits some of its content to subscribers, where subscriptions cost $4.99 per month. Twitch is becoming a larger percentage of its gaming brand’s, BuzzFeed Multiplayer, revenue stream, said Branden Smith, supervising video producer at BuzzFeed. They plan to add more branded content partnerships, he said. Multiplayer also sells merchandise, which is available on its Twitch page.

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TwitchBuzzFeedBranden SmithPhoebe ConnellyCheddar
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