The top 5 countries for Twitch installs

Older consumers may recall the iconic Bounty TV commercials featuring “Rosie.” But to attract Gen Z, Procter & Gamble is taking its messaging to digital channels. Watch Industry Voices Spotlight on CPG with Janette Yauch, brand vice president of Bounty and Puffs at P&G, to learn how it’s leveraging Twitch and TikTok.

Tipping comes to Clubhouse: The social audio app will now let users tip hosts, likely a play to keep creators on the platform as they’re in danger of being poached by bigger players like Twitter and Twitch.

Doug Scott, CMO of Twitch, speaks with eMarketer vice president of business development Marissa Coslov about the livestreaming platform’s user growth surge, the impact of popular programming beyond gaming, and building communities.

Alexandria Ocasio-Cortez took to Twitch ahead of the presidential election to encourage users to vote while streaming group gameplay of “Among Us,” which was among the 20 biggest streams ever on Twitch, according to third-party measurement firm TwitchTracker. Lifestyle influencers are also joining Twitch—but not for gaming.

Further, Amazon’s livestreaming subsidiary Twitch has cut deals with the NBA’s G League, Major League Soccer’s eMLS esports unit, the NWHL women’s hockey league, and Formula 1’s Mexico Grand Prix. Amazon also simulcasts some of its Prime Video programs on Twitch, mostly to tap into the latter’s “younger and more international” audience, per Donoghue. Facebook.

Growth was driven by search revenues from Sponsored Products and Sponsored Brands, while video ad revenues on properties including Amazon Fire TV, Twitch, and IMDb TV grew significantly as well.

This year, its US audience will also boast 72.7 million monthly Fire TV users, who are using Amazon’s CTV operating system to watch on devices including Fire TV Sticks and other manufacturers’ smart TVs, and 41.5 million monthly viewers of Twitch.

Facebook continues its pivot to video

eMarketer senior analyst Ross Benes, forecasting analyst Eric Haggstrom and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss the gradual return of sports audiences and how advertisers are viewing these marketing opportunities. They then talk about Facebook halting political ads after the election, Twitch selling inventory on Amazon's advertising platform, and out-of-home advertising in Q2.

Livestreaming is a small but growing part of creator culture. Much like Stories, livestreaming is a way for creators and other influential figures on social media to present content that is often less polished than photos or recorded video. Livestreams also give influencers a way to interact with their audience in real time through live chat.

eMarketer principal analyst Yory Wurmser and forecasting analyst at Insider Intelligence Eric Haggstrom speak about what types of federal and state-level regulation might be coming up, including privacy laws and updates of Section 230. They also discuss who's watching Twitch, who isn't watching sports, and Apple easing off its 30% fee for some virtual events.