Page 21 - Adnews Nov-Dec 2022

Changing culture,
one new behaviour at a time
Five key existing cultural codes from the worlds
of gaming and livestreaming were identified in the research, along with five emerging codes that are fast replacing them. When seen through the four communication lenses, this shift in behaviours reflects the cultural change taking place and serves as a roadmap for brands looking to build meaningful engagement with Generation Twitch.
01 From Curated to Authentic
Instead of a carefully curated insta-worthy lifestyle, today’s audiences prefer more intimate and authentic content that show an unapologetically human side.
02 From Fixed to Fluid
From co-op matches to watch parties, streaming to sidecasting, the virtual world is now a much more spontaneous and interactive space for people to get together.
03 From Exclusive to Inclusive
Exclusivity is fast giving way to inclusivity, especially with technology as the great equaliser. Online communities are now as diverse as they are welcoming to all.
04 From Passive to Collaborative
From livestreaming to online gaming, entertainment is fast becoming an active two-way collaboration that facilitates shared community building.
05 From Disengaged to Purposeful
Today’s purpose-driven audiences expect brands to stand with them in championing worthy causes such as DEI and sustainability.
Why Twitch?
It’s authentic and unscripted, with 74% saying they can experience the emotion along with the streamers2.
It’s fluid thanks to digital tools that allow for seamless interaction.
It’s inclusive as it gives everyone an equal opportunity to create and interact, including brands. In fact, 69% agree that any brand can advertise on Twitch3.
It’s collaborative by facilitating shared behaviours and a sense of unity among like-minded community members.
It’s purposeful as it can amplify a person’s or community’s attempts towards positive change.
Twitch turns these five cultural codes
into unlimited marketing possibilities
As the world’s leading livestreaming service, Twitch is in a unique position to help companies better communicate, connect, and be culturally relevant with the digital generation. The live nature of the content on Twitch makes every interaction special and spontaneous, and fosters a community that’s more attentive, inclusive, and receptive to brands that know how to speak to them.
In short, if brands want to stay relevant and build a cultural connection with their audience, they first need to understand the shifting norms of how they play, interact with others, and what’s important to them. And there’s no better target market to do this with than the culture shapers of tomorrow – Generation Twitch.
Scan the QR code to download the report
Sources: 1)GWI, Q4 ‘20 – Q3 ‘21. Global. Bloomberg, 2021; Business Insider, 2021. 2)Value of Twitch. Twitch Research Power Group (RPG) & PureProfile, September to December 2021. 3)Twitch Creative Focus Groups, Twitch RPG, October 2021.
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