Amazon's upfront presentation on May 14 largely overlooked Twitch, its live streaming platform for gamers. Twitch was mentioned only three times during the presentation, suggesting a shift in Amazon's approach to the platform. Rather than being treated as a major streaming platform, Twitch was presented as a brand for gamers and a part of Amazon's broader video content portfolio under the Prime Video umbrella.
Amazon's head of Prime Video and Amazon MGM Studios, Mike Hopkins, emphasized the company's efforts to make Prime Video a one-stop entertainment destination. Twitch's most significant mention came when Sarah Iooss, Amazon's head of U.S. agency and Twitch sales, announced "The Glitch," a "Fortnite" virtual experience integration tool. This tool will allow brands to integrate into a galaxy of brand-customized playable worlds, promoted by Twitch streamers.
Despite the minimal mentions, Twitch continues to develop new tools and features for advertisers and creators. For instance, Twitch recently launched its first-ever Discovery Feed, a feature on the Twitch mobile app that lets users easily browse videos and clips from unfamiliar streamers. Jeremy Forrester, Twitch vp of product, community products, stated that the ads shown in the Discover Feed offer a full-screen, attention-grabbing experience, similar to other social platforms.
However, Amazon's focus on its original content during the upfront presentation raises questions about its view of Twitch. It's unclear whether Amazon sees Twitch as a business unit that needs to be profitable or as a tool to build a connection with gamers. As Amazon integrates more parts of Twitch into the company, it is emphasizing other parts of its inventory in discussions with marketers and advertisers. Jennifer Salke, head of Amazon and MGM Studios, highlighted that Prime Video delivers top-tier entertainment to millions of customers worldwide, indicating that what was presented is just the beginning.
