A live streaming service, enabling people to interact and make their own entertainment together.
Togetherness, belonging, innovation, creativity.
Fun, creative, edgy, pioneering, innovative, daring.
“You’re already one of us”
“Twitch is where millions of people come together live every day to chat, interact, and make their own entertainment together.”
Another company that was interested in acquiring Twitch before Amazon was Google. The deal did not come to fruition, reportedly due to potential antitrust concerns, related to Google’s existing ownership of YouTube.
1. Marketing Dive on Twitch’s broader positioning
R. Williams, “Twitch Reaches Beyond Gaming And Connects With Viewers, Brands”, Marketing Dive, Feb 2021,
2. Marketing Dive on the backlash against Burger King’s guerilla campaign on Twitch
R. Williams, “Burger King Angers Twitch Streamers With Stunt Campaign”, Marketing Dive, Aug 2020,
3. The Hollywood Reporter on the “You’re already one of us” campaign
P. Shanley, “Twitch Launches First Ad Campaign Tied to Platform Redesign”, The Hollywood Reporter, Sep 2019,