With marketing budgets drifting towards online video, gaming and communities, interest in Amazon-owned Twitch has been ramping up among brands. But the social video platform, which bills itself as a kind of Gogglebox for gamers, is still having to educate marketers about how to play. Adam Harris, newly promoted to global head of brand partnership studio at Twitch, told The Drum that a combination of record viewership and the freeze of spend on other channels such as live events and sports is driving demand. Under the surface, the pandemic’s created a paradigm shift. Since many of us are obliged to participate in video from our homes while working remotely, this has helped immerse some marketers in the Twitch mindset. “We’ve all been figuring out how to work remotely.
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