Comscore & Twitch Are Partnering To Provide Audience Data & Insights For Esports & Gaming Video Consumption
Comscore recently announced a new partnership with Twitch to provide measurement for streaming activity across the Amazon-owned livestreaming platform including gaming and esports data and insights.
Through the integration, Comscore will measure Twitch video metrics such as “minutes spent” and “content minutes per ad minute” to help advertisers better understand the video consumption behaviors of consumers on Twitch, engage directly with key audience segments, and make smarter and more accurate campaign decisions.
“Our new partnership with Twitch is more proof of Comscore’s dedication to innovation within audience measurement and across screens,” Carol Hinnant, Comscore’s Chief Revenue Officer, said in a press release. “In a time where gaming and esports are gaining momentum, our partnership will ensure the industry can understand consumption and take advantage of trends in this space.”
Right now, data and insights around Twitch’s audiences are only available in the U.S and Canada, however, Comscore is working on expanding to markets beyond these. Additionally, it’s expected to roll out category and genre-level reporting down the line.
Insights & Analysis:
According to a recent forecast, Twitch is expected to surpass 40 million monthly active viewers in the U.S. by next year. Due to the impact of the coronavirus and widespread social distancing, there’s a good chance that it may reach that number sooner as people look for new ways to entertain themselves in their homes. Not to mention, there has been a surge of athletes like Luka Doncic and Devin Booker streaming on Twitch.
With that big of a reach, the livestreaming platform will likely appeal even more to advertisers. But as we see with all platforms, advertisers want as much data as possible when it comes to audiences on a specific platform.
With Comscore integration, advertisers now have much more insight into Twitch’s audience and gives them the ability to measure that data against traditional video and television audiences and ultimately, allows them to see the ROI on their campaigns.
Over the last few weeks, data and analytics have been a topic of focus across all platforms. A few weeks ago, TikTok launched a new campaign reporting feature for TikTok Creator Marketplace that will allow marketers to better measure the impact of their influencer marketing campaigns while Amazon Music recently launched a new analytics app in Amazon Music For Artists to help artists and their teams understand how their music is performing on Amazon Music.
Whether it’s social media apps or streaming services, look for data and analytics to be even more of a focus going forward.
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SOURCE: Comscore
