Twitch is known as a live-streaming platform for gamers, however its growth over the last number of years means this couldn’t be further from the truth anymore. Twitch provides an outlet for creatives from all backgrounds, in turn attracting more and more brands who want to invest in influencer marketing.
When speaking to people about Twitch, I am often surprised by people’s perception of the platform; yes, gaming is a huge part of the offering but there is so much more to it. It will therefore come as a surprise to many people that American Eagle is Twitch’s newest official marketing partner. As part of this partnership, American Eagle is creating a five-part docuseries in which the featured creators wear the clothing of Twitch’s official apparel partner.
You might be wondering why American Eagle has chosen Twitch as their official partner? I will give my best to explain this. We all know how much the pandemic impacted our consumption behaviour; spending many hours at home means that live-streaming platforms experienced a massive growth in the past two years. The live-streaming platform exploded, with an 82% increase in the amount of hours people spent watching in the first year of the pandemic.
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By Matt Woods
