Twitch.tv was introduced in June 2011 as a live streaming video platform owned by Twitch Interactive, a subsidiary of Amazon.com Inc. The main focus of the website is around video games, playthroughs ,esport competition,talkshows and other gaming relevant content. Since its launch, in just 3 years, Twitch’s popularity skyrocketed , having millions of followers in its thousands of live broadcast; leading to the 2014 purchase of the platform by Google for approximately 1 billion dollars. How can we exlpain this huge success story though?
The answer lies in the passionate gaming community. Video game enthusiasts share a common passion and lifestyle which found its portal in Twitch. Even though there were some already existing video streaming platforms (suchs as Justin.tv) Twitch made everything better and faster. With a growth rate from 1 million to 60 million unique visitors per month in just 3 years, once can realize its magnitude.
Twitch managed to become a solid part of the gamers culture by providing top quality services and loads of engagement. Gamers, in general, are quite “needy”, they care about interaction and quality of service, however if their demands are “met” they are loyal and quite active as members of the community. Twitch managed to provide them with that and we can all witness their success. From the very begining, they did not rely only on the online part of the community but rather tried to create a bridge between the online and the offline worlds. Gamers are everywhere and their demographics vary, however all share an equal passion, wanting to experience video games deeply, both offline and online.
What Twitch did so well is to provide the huge target audience of gamers a place where they can experience everything they love about gaming. They listened to them, payed attention to their feedback, provided with hundreds of different categories for them, enhanced their content and quality of services and overall served the gaming community. Twitch helped immensely the evolution of esports and managed to become an integral part of a whole culture; the culture of gamers.