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During its inaugural NewFronts presentation today, hosted by Schitt’s Creek star Catherine O’Hara (pictured above), Amazon unveiled a slew of impressive video stats.
Amazon Prime, the shopping and streaming service, has 300 million subscribers. And there are now 120 million unduplicated monthly active viewers in the U.S. — or one-third of the population — who are consuming video on Amazon OTT, the company said. (Amazon OTT refers to content on IMDb TV, Twitch, live sports, and other apps that can be accessed on Amazon Fire TV, O’Hara noted).
This marks a staggering leap over the 20 million unduplicated monthly active viewers on Amazon OTT last year — though Amazon has subsequently integrated Twitch viewership into its calculation of this stat, which accounts for much of its growth.
Amazon emphasized the significance of Twitch to its video mix during its virtual presentation this afternoon — particularly the ways in which viewers are coming to the platform for content beyond gaming, including paint-alongs, beauty tutorials, and science experiments. Amazon said that viewers watched 1 trillion minutes of content on Twitch in 2020, with 188% growth in non-gaming content last year.
Amazon also emphasized premium opportunities for marketers on Twitch, including its Partnership Channels — or live hubs forged in collaboration with legacy media brands like Rolling Stone and AMC that are home to buzzy concerts and fan-centric recap shows centered around cult hits like The Walking Dead. Twitch also stands to benefit from Amazon’s just-announced deal with the NFL, which will see it become the exclusive streamer of Thursday Night Football games beginning in 2022.
In addition to Amazon, these games will stream live on Twitch, where viewers can tune in for a slightly different experience. The service has tapped co-streamers like TimTheTatman, former NFL stars Chris Long and Andrew Hawkins, and scouts Daniel Jeremiah and Bucky Brooks, to watch the games while providing commentary.
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