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TRAFFIC
“ In terms of the volume of potential content creators that you could collaborate with , YouTube pips Twitch ”
FACTORS TO CONSIDER
When you look at your individual scenario there will be some common factors to consider . For example , the particular niche you occupy within the igaming space as esports operators and affiliates may veer towards Twitch , purely based on the gaming community that has built up there .
You will also want to think about geographical location . If you ’ re looking to expand heavily into the Asian market , for example , then neither of these social media channels would work for you , as they are both blocked in China .
The capability within your resource is also a key factor . Do you have someone who is able to front any streaming campaigns ? If not , do you have someone in your team who can manage partnerships with an external agency or streamers on there to build the brand ? If not , then contemplating YouTube , where you can plan pre-recorded content , may be more beneficial and achievable .
THE FUTURE
Twitch has already indicated it may become stricter with content relating to slots or dice games . In terms of popularity , YouTube is a dominant force , experiencing a 4.9 % growth rate in 2021 . In 2022 it had over 210 million users in the US alone which is big news for those emerging into the US market .
The functionality and feature set of YouTube is also evolving . We now have YouTube shorts to make videos more digestible ( like reels ), premieres and other ways for brands to stand out .
With 2.45 million average concurrent users as of August 2023 , Twitch is a growing channel . But bear in mind , it is a more niche and community-based platform where building relationships and networks is key .
SHARON MCFARLANE is managing director at Glasgowbased Digital Footprints , a digital marketing agency specialising in content marketing , social media , UX design , website design , branding and conversion rate optimisation .
10 • ISSUE 94 • iGB AFFILIATE LONDON 2024