Twitch
Twitch is a live video streaming platform owned by Amazon, best known for gaming and for real-time interaction between creators and viewers through chat
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It launched in 2011 as a spin-off of Justin.tv and was acquired by Amazon in 2014. Gaming remains its core, but it also hosts categories such as talk shows, music, sport and creative work.
For brands, it offers channel and event sponsorship, creator partnerships and its own ad formats. Its dynamics differ from on-demand video: viewers value spontaneity and participation, so forced or highly disruptive activity tends to fit poorly.
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