Amazon introduces Twitch inventory in Amazon Advertising

Here is some good news for those, who market products and services to the gaming audience: Twitch advertising inventory is now available on the Amazon Advertising Platform. Effectively September 14th, the advertisers can now buy ads programmatically on Amazon’s main advertising platform.

Before, the purchasing process was a more manual one with a bunch of required steps and intermediates, but now the access to more than 17 million daily highly engaged Twitch viewers will become seamless. According to Amazon, the complete Amazon Advertising’s integrated full-funnel advertising offering will be available on Twitch, along with uniques audience insights and measurement for ad campaigns.

For those unaware: Twitch is the world’s leading live streaming platform for gamers. It has been around since 2007 (then called Justin.tv) and has been growing consistently since then. In 2011, the gaming section of the platform was separated into a new site called Twitch.

Data from twitchtracker.com/statistics

The COVID-19 pandemic helped Twitch growth skyrocket both in terms of the number of monthly streamers, almost doubling the number of broadcasts in comparison to 2019, and in terms of minutes watched. The recent esports boom has also contributed to the tremendous growth of the platform, showing some stupendous 2 million concurrent viewers figures on the biggest events in 2019.