Why marketers should be paying attention to Twitch

Before you market to an audience, first you have to find them. Most marketers have their favorite channels — ones that have worked for them in the past, or where they feel most comfortable with the lingo and standards. But as time and technology push forward, the places where people spend time change along with them. Recently, I plopped down on the couch to see what my kids were playing on the family iPad. My kids are huge Minecraft fans, but as it turned out, they weren’t playing the game that morning. They were watching someone else play Minecraft. After doing some research, I quickly learned that my kids weren’t the only ones growing obsessed with this genre of entertainment, and that the movement of live-streaming (for video games, hobbies, and more) has the potential to be one of the next big media destinations, stealing eyeballs and hours of viewing time from more traditional sources.