Twitch is an interactive live-streaming service owned by Amazon that first focused on video-game play and esports content, but it is increasingly a mainstream platform for what the company calls "multiplayer entertainment." Last fall, Twitch upgraded its “in real life” channel into dedicated subcategories for cooking, fitness, talk shows, music, the arts, and more. When one brings the tools that people have embraced to watch games together--live chat and letting the audience dictate the action--to a broader array of video programming, then Twitch starts to present a vision for the future of live television. The company has both fostered community and attracted new viewers with its TV show marathons, bringing new life to everything from Bob Ross's The Joy of Painting to Doctor Who. It also streamed the Amazon Thursday night NFL games, letting particular streamers provide their own color commentary. The average viewer watches 95 minutes daily, and half of Twitch's viewership is on mobile devices. And, oh yeah: Drake's a Twitch streamer, too.
The company, which launched in 2011 as a spin-off of the now-defunct streaming platform Justin.tv, quickly outgrew its parent company and was acquired by Amazon in 2014. The company launched partnerships with major game developers including Telltale Games, Ubisoft, and Blizzard, and expanded its own content offerings to include the NBA’s developmental G League and music streaming of exclusive live performances. In January 2018, Twitch announced a two-year broadcast deal with Blizzard’s Overwatch League worth reportedly $90 million.