What Happened
Amazon is once again expanding the perks of its Prime membership to include ad-free viewing on Twitch, the leading gameplay streaming site that Amazon acquired in 2014 for $970 million. In addition, Amazon is tapping into the gaming community on Twitch to sell more video games by offering discounts and special offers on copies sold on Amazon.com.
What Brands Need To Do
According to Amazon, Twitch has close to 10 million daily active users, and over 15,000 broadcasters on Twitch have signed on to the company’s partnership program to monetize their streams on a revenue-sharing basis. The move to support ad-free viewing on Twitch is one of the latest examples of media companies catering to consumers’ growing aversion to ads, which pushes brands to explore other forms of advertising, such as branded live content or sponsored gaming events, to reach Prime members on Twitch.
For more information on how brands should leverage interesting branded content to earn consumer eyeballs, check out the Ad Avoidance section of our Outlook 2016.
Source: The Verge
