Twitch 2020

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In January 2020, Emmett Shear Twitch CEO was reflecting on the previous year that has been much more challenging than the previous ones. Despite being still far ahead with 61% of Market share, the competitors were certainly growing fast and YouTube gaming the second biggest player on the market grew to 27.9% a growth of 2% in one year while Facebook gaming was reaching 8.5% of market share, a stunning growth of 5.4% in the same timeframe period as YouTube Gaming. Twitch had lost 6.1% of market share in a year that had been eaten by those rising competitors and other issues exist. First of all the rising competitors were not only growing by themselves but they were targeting the famous streamers from Twitch to acquire their community and by doing this they were growing in term of awareness and engagement while “looting” on Twitch’s resources. Secondly some scandals has been tainted Twitch image and in addition to that Twitch was facing issues regarding a growing toxicity phenomenon linked to how difficult it was to handle so many viewers and to a diversification that was not really from Twitch’s willingness with the “Just Chatting” category that was a whole new world to handle. Emmett Shear had to think about the future. Was Twitch really controlling were the platform was heading? How to deal with competitors? This case study will start by displaying Twitch’s history that led to a position of being almost alone on their market followed by the sudden apparition of competitors in the past years. It continues by displaying the different things that could harm Twitch especially now that a real competition is on the landscape. Finally, it puts Emmett Shear in a time of action to ensure Twitch to keep its leading position on a long-term perspective.

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