As Twitch Changes Revenue and Exclusivity Rules, New Opportunities Abound

Possibilities are popping up for streamers, marketers and platforms alike


When wellness brand Liquid I.V. flowed into the gaming category with creator sponsorships on Twitch, it was entering uncharted territory in its 10-year brand history.

Liquid I.V. felt its brand was endemic to gaming and saw Twitch as a massive opportunity to reach games through livestreaming, as the Amazon-owned platform averaged 2.78 million concurrent viewers in 2021, a 31% increase year over year, according to Twitchtracker.

“The pandemic certainly triggered a huge boom in gaming from both a playing and viewing perspective,” Liquid I.V.

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This story first appeared in the Nov. 21, 2022, issue of Adweek magazine. Click here to subscribe.