Television on the internet

The availability of the internet has definitely changed the way we interact with the world. The media consumption landscape has changed in particular. Just as previously radio and television had a near monopoly on entertainment and only the rich could opt for live shows, now anyone with a smartphone can entertain us.

Naturally, people have jumped at the opportunity, and businesses have noticed the needs of an increasingly digital audience and created niches where such content can flourish. The most well-known platforms are, of course, places like Instagram or Facebook, but when it comes to video content, the options are limited.

Most video content in the West, both long-form and short-form, is on YouTube. This ranges from shorts of a few seconds, to regularly uploaded videos of a few minutes to tens of minutes in length, to essays or entire films and shows lasting hours. Of course, YT currently also offers live broadcasts, including the option to save them and upload them to the channel as long-form content. However, in this particular category, it is not YT that has been the ideological cradle, and one platform still cannot catch up with the popularity of one other site. When it comes to live content, only one platform comes to the fore: Twitch.tv.

Twitch.TV - a new medium?

Twitch is a rather unique phenomenon, used by people from many places and demographics. And although it is mainly associated with gaming or e-sports content, there is now something for everyone. Twitch.tv is a platform that operates solely on live streaming, also known as Live Stream. This format combines the convenience of television, the excitement of live streaming, and the social media community aspect through chat, where viewers can interact directly with the creator and with each other. Being able to interact directly with the person hosting the stream gives a completely different feel to the consumption of video content. Watching someone else's stream is much more personal than watching a pre-recorded video.

Additionally, streams are not saved by default, making the incentive to watch a live video even greater. And while there are so-called clippers, i.e. users who edit and publish clips from the streams of larger creators, the majority of the stream remains inaccessible once it has finished. Therefore, only by being present can we experience the full context of a live streamer's work. After all, Twitch is a wide-ranging platform, so there is something for everyone. From playing a variety of games, to creating graphics or even sewing, exercising together or simply chatting.

Here you can say ... anything?

Although twitch is mainly known for its gaming and esports content, there is a niche for almost every interest on the platform, from exercising together, painting, playing chess or even just chatting. However, just because you can talk about almost anything doesn't mean you can say absolutely anything there.

Twitch's TOS is very clear about its rules, allowing streamed video to include any legal content as long as it is not grossly inappropriate. Twitch defines what it considers inappropriate, mentioning discrimination based on race, gender, religion or veteran status, among other things. It is also worth noting that Twitch does not allow shaving, even for artistic or educational purposes, due to the lack of age restrictions.

Additionally, to avoid a situation where a creator allows inappropriate behaviour in their chat and washes their hands of responsibility, Twitch requires its streamers to at least attempt to moderate their chat. In order to keep the chat situation under control during a stream, Twitch provides several automatic moderation options, particularly helpful for smaller creators without dedicated, human chat moderators. The use of external software or plugins is also allowed in the context of moderation. However, moderation can be a tough nut to crack, especially for new creatives. To make sure we have the right content foundation, it's worth taking a look at the courses offered by Webinar Academy.

Streams and money

The money on Twitch comes mainly from donations - one-off payments directly to the creator - and subscriptions, but not exclusively. Brands can also choose to partner with streamers as part of influencer marketing, which is quite popular. This is because the top streamers are individuals, unlike other platforms where companies and brands reign supreme. Furthermore, from a certain threshold of requirements, such as channel regularity and viewership, you can become an official Twitch partner and monetise the ads that appear on the streams. This threshold is the goal of many Twitch creators, especially if they hope to have at least a partial career.

New platform - new stars?

Speaking of creators, it is worth mentioning what characterises them. First and foremost, the regularity and authenticity of what is shown on the stream is paramount. Even in the case of virtual streamers, who often hide behind moving graphics and often a persona, a degree of authenticity in stream behaviour is appreciated. Internet users have long been allergic to artificiality, and in the case of Twitch users, this allergy is even stronger than with other platforms. Specifically through the aspect of seeing things 'live' and interacting directly, artificiality is quickly noticed.

Twitch is an ever-evolving stage in the repertoire of social media platforms. Its appeal lies in combining the convenience of television with the sense of belonging known from social media. And while it's still a fairly new platform, with no developed analytics data panel for advertising, its popularity could prove to be a great way to promote your brand. Take a look at the Webinar Academy and find out what marketing strategies you can use for this!