American video live streaming platform Twitch is moving towards short-form video content with the launch of 'Discovery Feed', a scrollable feed on its mobile app that shows users a personalized combination of clips and live streams. .
The goal of the feed is to help viewers quickly find content they enjoy, and to help streamers be found even when they're not live, the company said in a statement.
There are two tabs within the feed: Live Feed and Clip Feed. Users can vertically scroll through a non-preroll preview of a live stream in their feed and tap the streamer's avatar to enter theater mode and join the live stream.
“In the near future, we're working on making it possible to join a live stream with just a tap on the screen.”
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Clip Feed allows users to view top moments from across Twitch, allowing them to discover streamers' content even when they're not live. Users can also follow streamers directly from their feed.
To add personalization to your feed, users can use the thumb and thumb buttons to let their viewers know what kind of content they want to see more or less in their personal feed.
This data is not shared with streamers or other viewers, and only impacts viewers' individual feed experiences.
Now, all live streams and clips will automatically appear in your feed as long as they meet Twitch's content guidelines. However, some content will be restricted from appearing in your feed to promote a safer viewing experience.
Ads also appear within the content in your feed as users scroll.
“These ads are scrollable like any other content in your feed, ensuring a hassle-free experience,” the company said. “Over time, we may continue to experiment with how ads appear in your feed.”
Twitch explained that ads in the feed are not displayed directly on the streamer's channel, so streamers cannot earn ad revenue. However, these ads indirectly benefit streamers by helping Twitch maintain its services and can incentivize advertisers to bring more business to the platform.
More advertisers means more potential advertising revenue if streamers choose to advertise through our service.
He added that Twitch Turbo users will not see the additions in their feed. Twitch Turbo is a paid service on the platform that allows users to watch streamers ad-free, increase their broadcast storage, and enjoy a number of customizable features.
Twitch's move to short-form content comes as video-sharing platform TikTok faces a possible ban in the United States over concerns that it collects sensitive user data and censors content.
Twitch joins other major social platforms such as Instagram and YouTube, which have already pivoted significantly toward short-form video content as consumers' attention spans decrease.
The rise of short video content
In fact, recent research shows that today's consumers are watching more videos and demand for short-form content is rapidly increasing, with 66% finding it the most engaging type of content. Masu.
This is according to a report conducted by Munch, an AI-powered automation platform for social media. According to the report, video content is no longer an option but a necessity for businesses and brands looking to succeed, with 42% of businesses preferring Instagram and 26% preferring to post such videos. He prefers Facebook.
But with so many big players already in the market, how will Twitch maintain its unique selling point as a livestreaming space for gamers? Is the market already too saturated to enter?
PHD Malaysia managing director David Su said Twitch was simply aligning itself with current social behavior and usage. He said:
I don't think Twitch's new feed will replace long-form content. Rather, it is important that the introduction of short-form content is relevant to consumer demands.
He added that the new format allows for more ways for users to discover new content and is a great way to stay competitive. “I think Twitch will continue to focus on gaming and creativity (self-expression), despite the move to short-form formats,” he added.
stay focused on the game
Ranganathan Somanathan, a senior media industry leader, added that while long-form interactive streaming is a strength and is well-produced, short-form videos should provide highlights, teasers, and behind-the-scenes videos. said it could complement livestreams. Capture moments in the scene to promote discoverability and community engagement.
“We have the potential to differentiate ourselves from other platforms by not losing the focus on the game,” he said, adding that the experience will be enhanced with speedrun snippets, unique challenges attempted while streaming, and level-up challenges. This could come from hacks, tips, discoverable content, etc. professional esports matches.
“Closing out with an interactive element will drive engagement and community development,” he said, noting that the potential ban on TikTok is not an opportunity for Twitch, but rather a temporary distraction from the core of the game. He added that he thought so.
He said Twitch needs to focus on its gaming ecosystem and create a clear and fair revenue-sharing model to incentivize streamers who create short-form content, rather than competing directly with other social platforms. he added.
The news comes shortly after Amazon laid off about 500 employees across Twitch in January.
Twitch CEO Dan Clancy explained in a memo that the company is working to build a more sustainable business and has made a number of decisions to reduce costs and increase efficiency in the process. .
“Unfortunately, despite these efforts, it has become clear that our organization remains larger than necessary given the size of our business,” he said.
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Photo provided by: Twitch (Press Center)
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