Page 26 - Adnews Magazine November-December 2021

Gaming & Snacking
Why it’s the Perfect Combination
Gaming &
Over the last 18 months, we have been forced to
Twitch knows they have a winning proposition on their hands. Theirs is a verdant playground teeming with passionate and actively engaged Gen Z and Millennial audiences – the coveted segment of many CPG brands.
retreat indoors, often separated from friends,
Snacking
family, neighbours and colleagues. Given our
inherent need for community, it is unsurprising
that a Twitch Research Power (RPG) study
undertaken by Twitch and Pureprofile found
Preferred Snacks among Twitch Audience
that the pandemic induced feelings of stress,
(% more likely than Gen Pop)
loneliness and boredom.
+64%
Twitch Gen Pop
+64% +77% +82%
+ +
Twitch is the world’s leading live streaming service for content spanning gaming, entertainment, sports, music, and more.
Twitch is also a community.
Starting from a large base, Twitch saw exponential growth during the pandemic as many people recognised - some for the first time - the value and impact of digital community alongside their entertainment to combat that sense of loneliness and boredom.
And that is why in 2020, Twitch recorded
a daily audience of over 30 million users –ofwhich70%areaged16to34–who consumed 1 trillion minutes of video. To put that in context, a trillion minutes is equivalent to more than 5,000 years of content watched each day.
61%
37%
40%
>30M
daily users
70%
aged 16 to 34
1 Trillion
minutes of content watched daily
more likely to snack when playing video games compared to the general population.
This was a Eureka moment for Mars Wrigley 5 Gum, who saw a new opportunity and audience in the gaming space.
Gen Zs are the world’s biggest gum-chewers but they are exposed to a great deal of distraction and noise stemming from a variety of media channels. In fact, a disproportionate 39% of Gen Zs are not reachable via traditional TV.
Chocolate Sweets / Confection
Gummy Chewing Gum Pretzels / Chewy Sweets
31%
25%
17%
26%
14%
The same study found that this group has a strong propensity to reach for a snack while consuming content on Twitch. On the leaderboard of their preferred snacks: crisps, biscuits and chocolate confections rank the highest. Interestingly, the Twitch audience is more likely than the general population to snack on pretzels (82%), chew on gum (77%), and indulge in chocolate confections or chewy sweets (64%).
Noteworthily, Twitch viewers are
4.3x