Twitch’s latest move into PC game retailing will see the service leverage its influential creator community as a driving force behind game sales. Global Web Index data outlines why this strategy could open up new, lucrative revenue sources for the service.
Consumers who have watched a live gaming stream are over two times as likely to be purchasing digital video games each month (one in three are), and we see equally strong over-indexes for video-based product research channels such as vlogs (15 percent) and video sites (29 percent).
This is all good news for Twitch – this fondness for video will complement this audience’s susceptibility for native ads on social media (23 percent say endorsements on social media would motivate them to purchase a product), and the offer of exclusive content within the purchase deals will also resonate well (gaming streamers are 63 percent more likely to cite this as a main purchase driver).
