As Twitch looks to widen its appeal to advertisers, the company is finding itself increasingly hamstrung by its DNA as a platform for individual streamers and creators.
Last year, the Amazon-owned livestreaming platform ended a series of multi-year, multi-million-dollar contracts that it had signed with publishers such as Complex, Vice and Rolling Stone, as reported by Adweek last week. The partnerships, inked during the explosion in Twitch viewership sparked by the COVID-19 pandemic, were reportedly intended to draw more advertisers onto the live streaming platform through an infusion of premium, high-production-value content.
“Amazon’s going after non-endemic advertising partners,” said Sam Bloom, head of partner strategy at the agency PMG. “That’s a huge push.”
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