Twitch's CMO: 'As Long As It's Done Right, Our Audience Is Ready To Engage With Brands'

Twitch is mainly known as a streaming platform for gamers. But what’s a gamer, actually? “The truth is, close to 80% of Americans over the age of 13 self-identify as gamers, and so the term starts to lose some of its meaning,” said Twitch CMO Doug Scott. “People who are into games aren’t solely into games, they have multiple interests.” Over the past three years, the amount of non-gaming content on Twitch has quadrupled, including everything from cooking, sports and music to fashion, politics and streams for inducing autonomous sensory meridian response or ASMR. “This type of content started cropping up organically, and it’s something we’ve encouraged,” said Scott, who joined Twitch in Oct. 2019 after more than three years as CMO of Zynga. Two of Scott’s favorite Twitch streamers are the gamer DrLupo and CA in LA, a music channel run by two female musicians and filmmakers who are also best friends. “Twitch has a lot of power in our core community, but we also see a ton of growth ahead,” Scott said. “Our job is to keep on growing while making sure not to screw up the core brand.” Scott spoke with AdExchanger. AdExchanger: How does Twitch approach…
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