As Twitch Changes Revenue and Exclusivity Rules, New Opportunities Abound

Possibilities are popping up for streamers, marketers and platforms alike

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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.