Twitch – an untapped opportunity to connect with fervent fans

At NetGalley Insights, we have our eyes on internet platforms where we see community, enthusiasm, and fandom. In addition to coverage of YouTube, Twitter, and Instagram, we’ve explored Wattpad and Reddit. Today, we’re looking at Twitch and its possible use for publishers.

Twitch is the premier platform for video gamers. Primarily, Twitch users stream live videos of themselves playing video games. Then, other Twitch users watch those streams and chat with each other in the sidebar.  

While most of Twitch is devoted to gaming, there are categories on Twitch for non-gaming content. And its non-gaming community is growing. As of late 2018, Twitch created new content categories to better meet the needs of its non-gaming streamers. Twitch streamers can now upload videos or livestream in categories like Food & Drink, Sports & Fitness, and Talk Shows & Podcasts.

Like Reddit, Twitch skews both millennial and male. According to internal Twitch data, 81.5% of Twitch users are male, with 55% between the ages of 18-34.

81.5% of Twitch users are male, with 55% between the ages of 18-34

Twitch is full of opportunities for publishers and authors to connect to a massive community of pop culture and nerd culture enthusiasts. If your author loves connecting directly with readers, Twitch is a great platform to speak to them.

Some Twitch streamers are already using their accounts to talk about books in their livestream. Often, these videos will end up categorized under Talk Shows & Podcasts, but can also be searched for using keywords in the search bar.

The format of a livestream makes it easier for streamers to connect to their audiences and to foster a real-time conversation. LegendofLorie, NetGalley member and Twitch streamer, told NetGalley Insights that she values “the fact that it is primarily a live platform, so you can quickly interact with your community instead of responding to comments after the fact. You can really incorporate your community into the discussion instead of focusing on one topic of a prerecorded video like YouTube.”

Affiliate links for ChrisChanTor’s Twitch book club

The most popular genres tend to be Science Fiction and Fantasy, which is unsurprising given the fantastical nature of many popular video games. But streamers are not exclusively interested in speculative or fantastical genres. For example, Twitch streamer ChrisChanTor hosts a book club on his channel that has included The Subtle Art of Not Giving a F***, Shoe Dog: A Memoir by the Creator of Nike, and more.

Bexyish, a Twitch streamer and NetGalley member, mostly uses Twitch for gaming, but does also incorporate book reviews into her stream. She told NetGalley Insights that she tends to stream herself talking about recent reads over a morning coffee. And her followers are paying attention. After hearing her talk about The Loneliest Girl in the Universe by Lauren James, one of her followers picked it up. He’s since gone on to read another Lauren James book, The Quiet at the End of the World. Her viewers have also told her that her endorsement of V. E. Schwab’s A Darker Shade of Magic encouraged them to start reading the trilogy.

Twitch streamers are also interested in growing book content on the site.

Vesper Dreams, another Twitch streamer, fantasy fan, and NetGalley member, already uses her Twitch channel to talk about books, but wants to do more.

“I’m hoping to find a way to bring bookworms into the Twitch community and open a way to be able to have live discussions, book clubs, and interviews with authors through social media marketing. I really think it’s time for readers to be able to find a place that they can go to and talk live with people who have the same interests in the same genre as them. I haven’t had a chance to interview any authors yet, but I’m really hoping to find a way to set that up especially live on Twitch instead of the usual text interviews or recorded interviews.”  

In addition to providing publishers with an enthusiastic influencer community, Twitch also offers the chance for creative collaboration and building brand awareness. For instance, publishers could work with streamers to host author interviews, organize readathons, or preview unreleased new content from a hotly-awaited title. Or, if an author is a gamer, publishers could consider working with a streamer to have the author as a “guest star” on their stream, playing one of their favorite games while talking about their next book.  

Gamers are happy to support sponsored content like this, or streamers partnering with companies. According to a 2017 Momentum WorldWide We Know Gamers study, the world of gaming and the world of Twitch is open to influencers partnering with companies. 82% of survey respondents said that sponsorships were good for the industry.

To find Twitch streamers who might be interested in reviewing your books or working with your authors, use keyword searches to see which Twitch streamers are already interested in or talking about relevant genres on their streams. Most streamers have contact info easily visible in their account, including links to social media, if you want to get in touch directly. And if you have a specific kind of game you’d like your author to play as a guest stream, browse the categories to find influential streamers who play that specific game. Books are a growing category on Twitch, and so finding the right partnerships will take some creativity in these early stages, but it’s clear that many streamers are looking to better integrate books into their channel.

Twitch isn’t a platform for every book or every genre. But for the books that intersect with gamer or geek culture, or will resonate with millennial male readers, it is rapidly becoming a powerful resource for finding devoted fans.  

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