On Thursday, Comscore announced that the measurement company has partnered with Amazon-owned live streaming service Twitch to provide audience data around Twitch content—much of which involves gaming.
“Our new partnership with Twitch is more proof of Comscore’s dedication to innovation within audience measurement and across screens,” said Carol Hinnant, Chief Revenue Officer, Comscore in a statement. “In a time where gaming and esports are gaining momentum, our partnership will ensure the industry can understand consumption and take advantage of trends in this space.”
According to a release, the deal introduces tagless audience reporting of key metrics like “minutes spent” and “content minutes per ad minute.”
With 15 million daily active users and tens of thousands of paid creators, Twitch is a major player in the live-streaming and esports space—along with YouTube Gaming, Microsoft Mixer and others.
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