the company offered to any pregnant woman in
the audience was a baby onesie, showing they
are clearly thinking about their future audience.
Twitch is not just a U.S. or even a North American phenomenon. Many features have been localized to other languages and there are also
very active international broadcasters and audiences as well. Media companies everywhere
should be watching what Twitch does.
Not everyone agrees on this point. Industry
analyst Josh Stinehour of Devoncroft Partners
is having a hard time wrapping his mind around
Twitch. “I am not yet convinced of Twitch’s
impact on the broader media industry,” says
Stinehour. “User-generated content is a differ-
ent market than premium content. There are
some novel business model ideas coming from
Twitch, though at present they simply don’t op-
erate at an appropriate scale to replace existing
revenue streams [for premium media].”
OTT may have transformed how people watch
TV, but Twitch is transforming how younger gen-
erations think about media and entertainment.
The challenge for old media is that content on
Twitch is engaging. When viewers in the Twitch
a la carte environment are willingly spending
more than many OTT bundles, it delivers a clear
message. The rules of the game have changed,
and the old media models don’t really fit into the
Twitch mold. It will be interesting to watch what
happens as media companies worldwide go up
against the expectations that Twitch is fostering.
The world according to Twitch is opening up a
whole new universe.
Nadine Krefetz ( email@example.com) is a digital
media consultant. Her background is in writing, multimedia
software development, and project management. She thinks
everything naturally is better in video, plus there’s something
rewarding about getting engineers to speak in plain English
about complex technology.
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