Amazon’s live-video platform Twitch will be watched by 37.5 million Americans this year, rising to 41.2 million in 2021. At least, that’s research firm eMarketer’s prediction: the first time it’s published estimates for Twitch’s viewership in the US.

“The video streaming platform will reach 15.5% of US digital video viewers this year,” claimed the company’s blog post outlining its figures. “Twitch will once again experience double-digit growth year over year, growing by 14.3% from 2019. But growth will slow, as Twitch loses share to competitors like YouTube, Mixer and Facebook Gaming.” That’s partly because those rivals – Mixer in particular – have been poaching a number of Twitch’s big gaming stars over the past year, signing them to exclusive deals.

However, gaming isn’t the only string to Twitch’s bow nowadays. “One way Twitch can continue to grow its platform is through nongaming content, which began driving significant traffic in 2019,” said eMarketer’s forecasting analyst Peter Vahle. eMarketer hasn’t published global figures.

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Stuart Dredge

Music Ally's Head of Insight

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