Twitch's Flourishing Just Chatting Category Entices Brands to the Platform

MAC Cosmetics is among the marketers leveraging its popularity

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On a seemingly endless wall of video options for thousands of viewers in dozens of languages, people do makeup, dodge buses and cook dinner. But mostly, they just sit and talk to the camera. In others, it’s business as usual for’s flourishing Just Chatting category.

Twitch started as a home for video games, and that is still its core identity. But ever since Amazon bought the livestreaming website in 2014 for nearly $1 billion, the site has expanded into live sporting events and other non-gaming opportunities.



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