Twitch UK 18-24 Content Opportunity Breakdown™ Q1 2022

Twitch
June 2, 2022
Sporting Goods & Outdoor

Key Takeaways

Top content creators in Q1 2022 for the EPC audience on Twitch include:

  • Tommyinnit (55,014 Avg. viewers)
  • WilburSoot (52,268 Avg. viewers)
  • Tubbo (28,269, Avg. viewers)

Top content categories in Q1 2022 for the EPC audience on Twitch include:

  • Risk: The Game of Global Domination (42,777 Avg. viewers)
  • Minecraft (31,255 Avg. viewers)
  • Geoguessr (29,000 Avg. viewers)

Top content themes in Q1 2022 for the EPC audience on Twitch include:

  • Online Board Games: Streamers host their own live streams while playing an online board game.
  • Tournaments: Tournaments are hosted and invite streamers to come compete with one another.
  • Trivia: Streamers attempt to complete trivia styled questions in varying game formats.
  • Only The Streamer: A time where it is only the streamer interacting with their viewers.

Twitch Content Categories

  • Minecraft: A single or multiplayer game centred around exploration, survival and creative building, in a voxel-styled environment. Streamers are often scene using third party modifications to create unique style games modes. 
  • Geoguessr: Online game where players are placed on a random street within Google Maps’ Street, and they must guess as close as possible as to where they are. 
  • Just Chatting: Twitch’s catch-all category for any style of content that isn’t classified as a video game or creative hobby. Streamers will typically classify their stream as this when they’re focused on only interacting with their viewers.
  • Valorant: Highly popular 5 Vs. 5 first-person shooter game that’s highly involved in Esports across the world due to its competitive nature. 
  • Grand Theft Auto V (GTA V)An older open-world game that has recently garnered popularity through a third party-mod called “Grand Theft Auto Roleplay” (GTA RP). The goal of this mode is to roleplay as someone apart of the world to the highest degree of realism. It’s common to see streamers interact with each other within this mode when roleplaying as their “character”.
  • Fall Guys: Third person 3D platforming game where 60 players must complete obstacle courses together and ultimately win through a process of elimination of those who could not complete the course in time. 
  • FIFA 2022: The yearly chapter of FIFA’s game series where players can play football with their favorite players and teams. 

Content creators that had the highest engagement rate for the UK EPC audience include:

Good performing content creators for the UK EPC audience on Twitch include:

Substandard performing content creators for the UK EPC audience on Twitch include:

*Demographic data was taken from YouTube and/or Instagram.

Low performing content creators for the UK EPC audience on Twitch include:

*Demographic data was taken from YouTube and/or Instagram.

Content categories that had the highest engagement rate for the UK EPC audience include:

Good performing content categories for the UK EPC audience on Twitch include:

Substandard performing content categories for the UK EPC audience on Twitch include:

Low performing content categories for the UK EPC audience on Twitch include:

Content Themes:

1. Online Board Games

Streamer Multiplayer Domination. A handful of streamers all host their own respective live streams while playing a single multiplayer game together.

Tactics to Implement: Collaboration — leveraging the following of multiple streamers into one specific content category by having them all partake in a specific game. 

Top Format: Tommyinnit, WilburSoot, and Tubbo all played an online game of RISK together, while streaming. 

33K Avg. Viewers

51K Avg. Viewers

2. Tournaments

Competing Streamers. Within a specific content category, tournaments are hosted and invite streamers to come compete with one another. 

Tactics to Implement: Competition — creating tournament styled content that invites multiple streamers to compete, forming rivalries and creating highlight worthy moments.  

Top Format: Minecraft Championship (MCC) follows a similar format where different streamers are invited to compete in a variety of challenges within Minecraft on teams of 2. 

56K Avg. Viewers

50K Avg. Viewers

Content themes based off the top performing content categories & streams of top performing creators

3. Trivia

It’s a Struggle. Viewers enjoying watching their favorite streamers attempt to complete trivia styled questions in varying game formats.

Tactics to Implement: Level Playing Field — this style of content lets viewers vicariously experience the struggles of their favorite streamer is something anyone can be good at, relative to the highly skilled players across the rest of Twitch. 

Top Format: Top performing streamers will often play “Geoguessr” a trivia styled game where they’re given a randomized street view from Google Maps and must guess where they are.

11K Avg. Viewers

47K Avg. Viewers

4. Only The Streamer

Quality Time. Either between games or when starting a stream, typical behaviour of top performing streamers is to have an allotted time of where it is only them interacting with their viewers. Relative to playing a game or partiaking some kind of on-stream activity.

Tactics to Implement: Streamer Focus — ensuring that there are portions of each stream dedicated to the only focusing on the streamer and interacting with their respective viewers.  

Top Format: Tommyinnit, before he starts playing a game on stream, dedicates at least 20 minutes to simply chatting with his viewers, answering questions and making jokes.

63K Avg. Viewers

24K Avg. Viewers

Content themes based off the top performing content categories & streams of top performing creators
YouTube link used because Streamers will use Youtube as an archive for their past streams relative to the VoD system on Twitch.

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