Twitch may be able to lure more brands to its platform with its rapidly expanding non-gaming content. Non-gaming content was already rising in popularity on Twitch before the pandemic, but the combination of stay-at-home orders and the cancellation of live events has seriously accelerated the trend.
It's likely that some of this behavior will stick around in the new normal, which means going forward marketers will have a whole new profile of creator to work with on the platform. That could lead to more familiar opportunities — for instance, sponsoring concerts, partnering with athlete-influencers, or even just more abundant traditional influencer marketing — but on a fresh and exciting medium.
Oh look. Twitch wants more degeneracy and less games.
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