Social Content Opportunities for the Gen Z Football Audience on Twitch in Q1 2023

Purpose of This Research

• ‍Identify the top performing streamers amongst the football community on Twitch. ‍
• ‍Identify replicable production elements (formats, editing techniques, etc) that contribute to those content opportunities.
• In order to drive the most effective possible Twitch content strategy possible to resonate with the Gen Z Football audience.

‍

‍

Top Twitch content creators in the Football space.

‍

Excellent Twitch content creators in the Football space.

‍

Good Twitch content creators in the Football space.

‍

Okay Twitch content creators in the Football space.

‍

Poor Twitch content creators in the Football space.

‍

‍

Top Twitch content categories in the Football space*.

‍

Excellent Twitch content categories in the Football space.

‍

Good Twitch content categories in the Football space.

‍

‍

Live Commentary

What are Live Commentary Streams?

Candid streams that were hosted during a world cup game where multiple commentators share their thoughts with viewers of the stream, without actually streaming the game itself. 

Production Elements From Top Performing Posts

• ‍3 hours in duration on average per stream. 
• ‍1-2 celebrity cameos  are used during streams.
• The production of these streams focused on having two animated commentators share their thoughts on the game as it happened, but never actually showed the game on stream to avoid any issues with copyright or DMCA claims.

         What kept viewers engaged was the constant flow of football knowledge, context to players, and recaps of captivating plays throughout the game. 

Examples

432 Twitch Views

‍

248 Twitch Views

‍

238 Twitch Views

‍

Competitive FIFA Moments

What are Competitive FIFA Moments?

Streams that focus on the competitive side of FIFA 23 where players go head to head in a match. 

Production Elements From Top Performing Posts

• ‍1 hour in duration on average per stream. 
• ‍1-2 streamers are present when streaming.
• Videos with the highest average engagement focus on heated moments during a match.‍
• Possible ways to action a streamer like this is to do sponsored tournaments or challenges specifically within the FIFA 23 community.

Examples

YouTube Views: 413K

‍

YouTube Views: 503K

‍

YouTube Views: 550K

‍

Off-Game Recaps

What are Off-Game Recaps?

Relative to the aforementioned live commentary styled streams, Bruce Grannec and friends recap and summarized the games after they occurred during the World Cup. 

Production Elements From Top Performing Posts

• ‍1 hour and 45 minutes in duration on average.
• Videos with the highest average engagement see confrontation between commentators and their opinions for upcoming matches.‍
• Possible ways to capitalize on this format is sponsoring a “4-corners” type commentary on Football matches where it is subtly encouraged to oppose each other for the sake of conflict and different takes on the same sporting event. 

Examples

YouTube Views: 21K

‍

YouTube Views: 24K

‍

YouTube Views: 34K

‍

Card Pack Openings

What are Card Pack Openings?

Streamers during the world cup would purchase player card packs on mass and open them to try and create a 1-for-1 copy of their favorite world cup teams. 

Production Elements From Top Performing Posts

• ‍1 hour and 30 seconds in duration on average.
• Videos with the highest average engagement showed the streamer opening card packs with extremely rare players.‍
• ‍Streamers also captured short clips of them finding their own personal favorite players. ‍
• Content such as this can be actioned on by donating or sponsoring a streamer with a large amount of packs to build teams that are bad on purpose to add some humour to their team building streams.

Examples

YouTube Views: 89K

‍

YouTube Views: 97K

‍

YouTube Views: 101K

‍

‍

Twitch Accounts Included in Analysis

‍

*For Content Creators across Football focused spaces. Average viewers data collected via direct social media platform API.
*These Content Categories are the formal categories offered by Twitch when a streamer selects what “game” they intend to stream.
*YouTube views are provided when Twitch content is not archived.