Belong Index 2020 - Twitch | The Belong Effect by Sid Lee

/40

Community:

Interest

Digital entertainment + Gamers + Streamers

In the Twitch universe, the live-stream is king. With the strongest attachment to the gaming community, where millions of viewers tune in upwards of 20 hours a week to watch master players do it best, Twitch is also poised to revolutionize live broadcasting as we know it. It’s the powerful stage where influencers shine in a whole new way.

Identity

/10

With its nuanced filtering tools, Twitch gives users an opportunity to present content in ways that best represent them and bolster their identity and sense of self.

Social Capital

/10

By facilitating constant and real-time interaction with people participating in the same experience, Twitch has given users the ability to grow their own social capital and forge digital relationships. For Twitch influencers like Paul Licari, known online as Pestily, social capital made it possible to raise $1.1 million for the Starlight Children's Foundation between January and July 2020.

Oneness

/10

More than half of all Twitch users are between the ages 18 to 34, an additional 14% are aged 13 to 17 and 81% are male, all with the shared interest of digesting content mostly related to gaming.

Mobilization

/10

Over 16 billion hours have been watched on Twitch in 2020. This has led to hugely successful events, including 12.3 million people tuning into the Travis Scott x Fortnite concert. Users can support each other with native “tokens” and donations, but the key to mobilization is the intense “streamer raids” that streamers can activate from their following.

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Twitch

Interest

Identity

Social Capital

Oneness

Mobilization

17.5m

See the other top brands of

2020

Twitch

Twitch

Twitch