Amazon and Twitch
Amazon has unveiled the most recent update to their increased focus on advertising. Sponsored Display ads are now featured on Twitch, giving advertisers another way to reach their target audiences. All Sponsored Display audience targeting campaigns are now eligible to appear on the Twitch Browse and Discovery pages as of July 7th.
Twitch, which is owned by Amazon, is a live streaming service with a global audience that includes content such as gaming, entertainment, music, sports, and more. Twitch had around 9.36 million active streamers in April 2021. In the United States alone, there were roughly 41.5 million Twitch users in 2020, with that number expected to climb by 10 million by 2024. Because Twitch users tend to be younger, this is a great way to get your product in front of a highly valuable young demographic. The potential to put your product in the hands of Gen Z and establish brand loyalty with them presents a wonderful opportunity as their purchasing power grows.
With this news, Amazon strengthens the marketplace's ties with Twitch. Amazon's Prime Gaming community serves as a gateway for Amazon Prime users to connect their account with Twitch, with discounts and "loot" like in-game currency serving as an incentive for them to do so. This is noteworthy not only because of the millions of engaged customers who may now be targeted but also because it emphasizes Amazon's expanding concentration on advertising. Twitch is an Amazon company, so its inclusion makes sense. The possibility for additional advertising outlets grows as Amazon expands on its own and through acquisitions of companies like Twitch, Whole Foods, and Goodreads. There's no better time than now to learn about advertising if you're an Amazon seller with no or limited experience with it. Advertising knowledge was once considered a luxury. It will almost certainly become a need for customer acquisition in the near future.