Trying to find the cord-cutters, cord-shavers and cord-nevers? Look no further than Twitch. Twitch doesn’t do a lot of program- ming; rather, it hosts video streaming from its UGC broadcasters and provides a range of monetization and production tools. Aside
from Netflix, Twitch has the longest dwell time (the amount of time a viewer
stays on a piece of content) in the industry—about 106 minutes per day.
Twitch is an interactive video gaming community where approximately
10 million daily users spend hours watching and interacting, but it’s also a
public petri dish where developers experiment with what the future of media can be. Twitch viewers watch more content than HBO, Netflix, ESPN, and
Hulu viewers combined according to a SuperData Research report (excerpts
available at go2sm.com/superdata).
SuperData says that gaming video content (GVC) is the most important
new media trend since social media. Worldwide, about 665 million people engage with GVC, and for many of them it takes the place of primetime TV. Advertising and direct consumer spending are expected to bring in $4.6 billion
in 2017. The current GVC profile is 54% male, 46% female, and has a $58K
average income, according to SuperData (Twitch says its numbers skew even
more heavily male—72%). Last year, Twitch claimed just over 35% of the
GVC market, with the remaining going to You Tube Gaming.