Slides from Stuart Saw's keynote at November 2013's London Games Conference.
Twitch Regional Director of EMEA Stuart Saw examines the rapid audience growth and user behaviours around video streaming and show what it means for both game experiences and marketing.
The whole world is watching… the explosion of videogame video - Stuart Saw, Twitch
1. THE WHOLE WORLD IS WATCHING…
THE EXPLOSION OF VIDEO GAMING VIDEO
2. WWW.TWITCH.TV
Watching video game play
is entertainment
OVER 300 MILLION PEOPLE WATCH
GAMING VIDEOS ONLINE
Over 300 million people
watch gaming VODs on
Youtube every
month, making video
games Youtube’s 2nd
largest vertical.
Machinima, Youtube’s
largest Gaming MCN, has
grown from serving 2
billion views in all of 2010
to serving over 2 billion
views every single month.
This audience is quickly
moving to a live
medium, desiring an
engaging, interactive, parti
cipatory experience
around their shared
passion.
3. Twitch attracts more than
44 million gamers each month
Monthly uniques have been increasing 10% MoM, on track to reach 55 million by end of 2013.
2011
Source: MixPanel, August 2013
2012
2013
4. Engagement is exploding.
Twitch users watch live video
for
101 mins everyday.
12 billion minutes watched every month,
with an average of 272 minutes/unique per month.
The number of people
broadcasting games on Twitch
tripled in 2013
600,000 unique broadcasters in July
Unique Broadcasters
TIPPING POINT
2011
Source: MixPanel, August 2013
2012
5. What is the viewing experience like?
List of
channel’s
VODs
High-quality
video player
Active chat
room
List of
suggested
channels
Customizable Panels
7. WWW.TWITCH.TV
%
95
MALE
GAME
CONSUMPTION
Time Spent Gaming
%
14%
24%
27%
35%
68
60
3/4
%
Average Age: 21
Age 18-49: 76%
USERS @ A GLANCE
A Massive & Addicted Audience
Nearly
1/2
have decreased
watching TV to
maintain their time for
game entertainment
watching any given
stream DO NOT own
the game
discover video
games through
online streams
Activities on Twitch
spend
20+hours
per week
on Twitch
Source: Twitch User Survey, VG Market, July 2013
99%
Watch live
streams
61%
38%
Chat with
community
Watch video
highlights
25%
Broadcast
gameplay
85
%
Visit Twitch a
few times a day
9. Why do people stream?
SELF
EXPRESSION
A DESIRE
TO SHARE
& TEACH
FAME, TO
SHOW OFF
PASSION FOR
GAMES
MONEY
10. Why do people watch games?
●
Exciting
●
Competitive
●
Narrative & Story
COMMUNITY
●
Witness expertise & feats
●
Inspiring - “I’d do that too!”
DISCOVERY
●
ENTERTAINMENT
●
Personalities of
broadcasters, players, comme
ntators
Social interaction around
human nature
11. eSports
LoL LCS Finals
5 MILLION
UNIQUE VIEWERS SITE-WIDE
DoTA 2 International Finals
4.5 MILLION
UNIQUE VIEWERS SITE-WIDE
Source: MixPanel, June 2013
Source: MixPanel, June 2013
12. GTA V – Biggest Game Launch Ever
Sept 17th – 22nd
3,324,360 Unique Viewers
253 Million+ Minutes Watched
Per User, Over 1.5 Hours Watched
Source: MixPanel, September 2013
13. E3 2013 on Twitch
JUNE 10 - JUNE 13
9.4 MILLION
UNIQUE VIEWERS SITE-WIDE
2+ MILLION
UNIQUE VIEWERS, E3 TWITCH STREAM
JUNE 10: BEST DAY
4.3 MILLION
UNIQUE VIEWERS
Source: MixPanel, June 2013
Source: MixPanel, June 2013
14. Why does it matter?
Massive audience shift in terms of...
•
Use of time
•
Discovery of games
•
Interaction around games
•
Buying habits
•
Center of gravity of games communities
•
Marketing, PR, Sales
•
Game life-cycle
16. Watching live streams is more entertaining than
uploaded videos and connecting via Facebook
Approximately how many hours per week do you spend on each of the
following sites?
45%
21%
13%
Source: Twitch User Study, July 2013
of users spend 20-40 hours/week on Twitch
of users spend 20-40 hours/week on YouTube
of users spend 20-40 hours/week on Facebook
Notes de l'éditeur
v/o: we reach three-quarters of the males 18-49 demographic who spend a wide spectrum of time playing video games. But nearly half spend more than 20 hours a week. They watch live streams, chat with the community, watch video highlights and broadcast game play. The way they consume media has changed from the way they did so a year ago.
v/o: And not only are we #1 amongst the Gaming category in Average Daily Uniques. But, our engagement puts us even further up the ranks than Facebook!This proves that the way people are consuming Twitch’s content is more in line with the way they consume YouTube. Video consumption is a lot more engaging with more time spent than reading articles or connecting with friends via FB.
v/o: First, lets revisit why these guys are even on Twitch
