Should YouTube worry about Twitch?

If you didn’t already know, Twitch, a subsidiary of Amazon, is a video streaming and social media website primarily for gamers. Traditionally users could stream live video content of games, tutorials, and walk-throughs. The most requested feature that users wanted was the ability to upload videos. On September 30th, Twitch finally acknowledged the user requests and they unveiled their new upload feature. Twitch’s recent changes are significant for a few reasons. Two notable benefits are that users don’t have to be online for all of their interactions with viewers and users that may not have a desire to use live streaming can still be successful on the platform. It is becoming more desirable for anyone to use Twitch, which means it is becoming a competitor of YouTube.

YouTube is the most popular video streaming/upload service available on the internet. There are some notable competitors such as Vimeo and Dailymotion, but YouTube has more active visitors and users than any other service. The new changes to Twitch could create more competition for YouTube, especially in regard to the gaming community. Recently, YouTube made some big changes (demonetization as a result of censoring), and users are less than pleased. Twitch has made their changes at a perfect time. YouTubers that are upset about the changes may leave to use Twitch instead. Time will tell if non-gamers will start to flock to Twitch, but I think we can expect to see a shift in video streaming service platforms in the near future.

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Author: hannahbakeryoung

I am an IMC grad student at West Virginia University.

2 thoughts on “Should YouTube worry about Twitch?”

  1. Hi Hannah, I follow a group that broadcasts video game streams (they’ve actually bounced around a little bit on different platforms, staring with Twitch, then moving to Hitbox, and Beam). For streamers, I think one of the most important factors is that their real-time stream has minimal delay for their viewers. From what I remember, this group that I follow had around a 10 second delay on Twitch, five on Hitbox, and a very minimal 1-2 second delay on Beam. Twitch uploads, which you mentioned, can be a huge upgrade in experience for streamers, being able to upload their videos separately and it gives those streamers a new way to interact with their viewers.

    For the record, this group also upload all of their videos to YouTube as well. I do think that streamers who are trying to reach their audiences will be slow to become exclusive to one channel, unless YouTube drastically changes their policies (which you mentioned is a potential.

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  2. Thanks for sharing this information about Twitch. One article explains that brands can learn a some lessons from this platform when it comes to reaching the millennial market. First, the content is unfiltered, which helps to convey authenticity. Second, Twitch allows for real-time interaction. This has been illustrated by Old Spice’s Nature Adventure, which allowed Twitch viewers to “control a live human for three days.”

    Are there other lessons marketers can learn from Twitch? Can you share any examples of brands that are using this forum instead of YouTube?

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