Content Marketing Blog

How will the YouTube-Twitch takeover affect content marketers?

You can learn practically anything on YouTube these days – from hair styling tips, to spray painting techniques, and tricks for operating the latest technology.

But one of the most popular categories on YouTube is gaming. In fact, over 95 per cent of video gamers turn to the site for gaming news, reviews and walkthroughs, according to Think With Google.

Now YouTube is rumoured to be expanding its influence over these action junkies by purchasing Twitch, an online streaming platform that allows users to share their gaming experience.

The news was first reported by Variety, with YouTube supposedly offering Twitch $1 billion for the service.

Although nothing has been confirmed yet, if the deal goes ahead it could add some interesting new dynamics to both sites.

If the notion of watching other people play video games sounds ludicrous to you, then you are overlooking some of Twitch’s benefits.

Not only does it give gamers the chance to watch games they are interested in purchasing, it also helps them improve their own skills, or at the very least, be entertained by someone else’s skills.

The service has become incredibly popular. Last year Twitch revealed they are receiving over 45 million unique views per month, with an average viewing time of 106 minutes per user, per day.

The main advantage this acquisition could bring for brands using YouTube for content marketing is the opportunity to connect with younger consumers.

Although video gaming is popular with the middle-aged bracket, the majority of gamers (62 per cent) are under 35 years old, according to Statista.

Therefore, if this deal goes ahead, it could bring even more people to both sites, and subsequently, more opportunities for marketers to reach them.

Posted by Dylan Brown