Branded content on Twitch: an opportunity for brands

Abstract

As a consequence of the pandemic caused by Covid-19, the consumption of digital platforms and social networks has grown exponentially, especially the social network analyzed in this paper: Twitch. This platform of increasingly diverse content and audience brings together a largely young audience. For this reason, new advertising formats such as branded content are particularly relevant, as this target is increasingly demanding less advertising and more content, something that both the platform and the advertising format can offer them. Therefore, Twitch and branded content have an important compatibility. In short, this paper aims to determine the suitability of Twitch as a platform for developing branded content actions through interviews with expert researchers on the subject and through the analysis of the biggest success case of branded content in 2021.