Page 20 - Adnews Nov-Dec 2022

generation
Is your brand speaking the same language as Generation Twitch?
Every generation has its own nuances, slang, and
lifestyle and Generation Z is no exception. For friends
and colleagues who have difficulty relating to this group, the experience can be anything from humorous to frustrating. For brands, it could be costly, especially when you consider that Gen Z’s earning potential is projected to make up 27% of the world’s income by 20301.
As full-fledged digital natives, Gen Zs and, to a large extent, their millennial counterparts grew up with the Internet and they rely on the virtual world and online services like Twitch to socialise, stay entertained, and even build a career. To better understand
this audience and help identify opportunities for brands to start building long-term relationships and relevance, Twitch worked with a cultural insight agency to run a global research study.
The findings have been woven into Twitch’s latest report, ‘Generation Twitch: Leading Cultural Change – Advertising in an Emerging World’. Here are some of the findings companies can leverage to get a head start on today’s trends that will shape tomorrow’s buying behaviours.
Generation Twitch:
A target market defined by actions, not attributes
While traditional market segmentation is usually done by gender, age, location, etc., this isn’t always the best method especially where digital natives are concerned. In order to understand those who speak in memes
and for whom a single GIF is worth a thousand words, semiotic analysis was used in the global research study to identify Generation Twitch.
Gaming has evolved from a solitary activity to one that’s now closely associated with teamwork, inclusivity, productivity, and even fitness.
Shared experiences are blurring the line between physical and digital realities, with authenticity being increasingly important for presenter and participant alike.
Twitch is at the forefront of the movement to
reach this new, emerging audience. We call them ‘Generation Twitch’ and they span millennials, Generation Z and Generation Alpha. It’s an audience who have grown up in a digital world and have, for the most part, always been connected.
Livestreaming became an important form of connection during the pandemic and it’s helping democratise production by taking it from the studio to the study room.
Live experiences are now more than just about people passively watching real-time events, but actively engaging in ways that we used to associate only with in-person events.