Twitch's Exclusivity and Subscription Revenue Game Changer

As Twitch Changes Revenue and Exclusivity Rules, New Opportunities Abound 

Possibilities are popping up for streamers, marketers and platforms alike

When wellness brand Liquid I.V. flowed into the gaming category with creator sponsorships on Twitch, it was entering uncharted territory in its 10-year brand history.

Liquid I.V. felt its brand was endemic to gaming and saw Twitch as a massive opportunity to reach games through livestreaming, as the Amazon-owned platform averaged 2.78 million concurrent viewers in 2021, a 31% increase year over year, according to Twitchtracker.

“The pandemic certainly triggered a huge boom in gaming from both a playing and viewing perspective,” Liquid I.V. brand director Brittany Shaw told Adweek. “People really were looking for ways to not only distract themselves but also as a way to connect with others during a time where there were a lot of social limitations.”

Adweek magazine cover

This story first appeared in the Nov. 21, 2022, issue of Adweek magazine. Click here to subscribe.

This story first appeared in the Nov. 21, 2022, issue of Adweek magazine. Click here to subscribe.

Click for more from this issue
Headshot of Rafael Canton

Rafael Canton

Rafael Canton is Adweek's breaking news reporter for brand marketing.