New Verticals
at Twitch

Defined and operationalized Twitch's expansion into music and sports, building credible footholds in new verticals while preserving the platform's core strength in live, community-driven interaction.

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Growth Contribution Increase

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YoY MAU Increase

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Consideration Lift

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Brand Awareness Lift

See It Live

Twitch, In Action

David is one of the elite integrated marketers that can tap into both culture as well as traditional marketing discipline to drive outsized success in market. When you get him into idea workshops and planning on how to build a sustainable and differentiated moat for your business, he's one of the best I've ever seen.

John Koller

Former CMO, Twitch

The Challenge

Gaming Growth Was Plateauing

1 Core gaming audience was saturated. Organic visitor growth had started to decline despite strong brand awareness among gamers.

2 Platform identity was narrowly defined. Twitch was perceived as "the place to watch gamers", limiting appeal to broader entertainment audiences.

3 Adjacent audiences were clearly available. Gaming audiences overlapped with music, sports, and entertainment, but Twitch had no credible presence in these verticals.

4 Expansion couldn't alienate the core. Any growth into new verticals had to preserve the community-driven, interactive experience that defined the platform.

The Mandate

Reframe Twitch from "the place to watch gamers" into a broader cultural platform for interactive entertainment, without losing the core community.

The Approach

From Gaming Platform to Cultural Destination.

The work started with one insight: Twitch's true product wasn't gaming, it was interactive live entertainment. That reframing unlocked every vertical.

Music as a Core Category

Positioned Twitch as a destination for live music experiences. Launched artist performances, creator-led programming, and crossovers between gaming creators and music culture.

Content & Creator Marketing →

Creator-Led Sports Broadcasting

Pioneered creator-driven co-streaming for Thursday Night Football. Fans watched alongside creators with real-time commentary and community chat across 20+ channels.

Go-to-Market Strategy →

Cultural Infrastructure

Built physical brand presence through the Twitch Lounge at Allegiant Stadium, a live creator broadcast hub, esports venue, and gateway for sports and concert audiences to discover Twitch.

Integrated Marketing →

Full-Funnel Growth Engine

Integrated vertical expansions into full-funnel campaigns with creator amplification, paid media, and lifecycle marketing following the Inspire, Grow, Sustain framework.

Growth & Lifecycle Marketing →

The Results

The Numbers Tell the Story

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Growth Contribution Increase

Music and sports scaled from ~2% to 8.1% of all platform growth, representing a 305% increase in contribution to Twitch's overall growth.

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YoY MAU Increase

Monthly active users surged through targeted expansion into sports and music content verticals, attracting entirely new audience segments.

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Consideration Lift

Brand consideration increased significantly as Twitch became associated with sports, music, and broader entertainment beyond gaming.

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Brand Awareness Lift

Cultural partnerships, physical infrastructure, and creator-driven sports content introduced Twitch to audiences far beyond the gaming community.

The Impact

From Strategy to Playbook

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The platform expansion proved that Twitch's true product was interactive live entertainment, not just gaming. By applying that core mechanic to music and sports, Twitch unlocked entirely new audiences and paved the way for creator-led formats across the entertainment industry.

Ready to Build Your Growth Engine?

Let's talk about where you are, where you want to go, and how we can help you get there.

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New Verticalsat Twitch