Twitch, the live-streaming platform for gaming content now owned by Amazon, has been steadily diversifying its offering following an uplift in users in 2020.
The average number of viewers jumped from 1.36 million to 2.9 million between the start of 2020 and the end of the year.
Coronavirus lockdowns undoubtedly led to an increased demand from users locked up at home with more free time on their hands.
Now, Twitch wants to build on its success and diversify its audience beyond gaming. Entertainment such as livestreams of concerts and cooking classes are all on the list.
As part of the effort, the company recently partnered with car maker Lexus to create a customised version of the 2021 IS sedan with streamer Fuslie who had over 500,000 viewers in January 2021 alone.
Amazon also announced partnerships with NFL to bring live coverage of football to the app.
“Non-gaming content will be an important part of Twitch’s future growth plan,” said Dan Beer, group director of strategy at Deloitte Digital. “Look for a post-pandemic increase in travel and lifestyle streaming driven by the return of in-real life. It won’t replace or even compete with the volume of gaming content, but it will draw valuable audiences that will help diversify Twitch’s product offerings.”