“According to WARC TwitchTracker, Twitch’s rapid growth over the past two years is slowing noticeably.
In the period between March 2020 and October 2021, the gaming-oriented video platform saw a double-digit year-over-year growth in average monthly viewers. Meanwhile, viewership declined marginally in December 2021 and January 2022, and steeply in March 2022.
With 10 years in business, Twitch has evolved from a live streaming service for gaming to a live social and interactive service, and the interactive transition drove a greater number of users to the platform during the COVID-19 pandemic. It remains a gaming-centric service, but it has been diversifying into other content categories.
Almost two-thirds of Twitch users are between the ages of 18 and 24 – a younger audience than rivals such as TikTok and Snapchat. This is a key reason why advertisers are attracted to Twitch and 38% of respondents to WARC said that they planned to spend more on it this year.
Meanwhile, 27% of respondents said Twitch is not in their media budget – suggesting that the platform may need to offer more content in the future.”
