1 00:00:08,000 --> 00:00:12,200 Speaker 1: Welcome to Strictly Business, Variety's podcast where industry leaders converse 2 00:00:12,240 --> 00:00:16,000 Speaker 1: about business deals, strategy, and the future of media and entertainment. 3 00:00:16,320 --> 00:00:20,680 Speaker 1: I'm Corey Erickson, media analyst at Variety Intelligence Platform. Today's 4 00:00:20,680 --> 00:00:24,400 Speaker 1: episode features Rachel Delphin, chief marketing officer at live streaming 5 00:00:24,480 --> 00:00:28,360 Speaker 1: leader Twitch. Our conversation touched upon the differences between platform 6 00:00:28,400 --> 00:00:31,760 Speaker 1: specific marketing and in person events, how to keep audiences 7 00:00:31,800 --> 00:00:34,280 Speaker 1: attracted to and engage with the platform at a time 8 00:00:34,320 --> 00:00:36,920 Speaker 1: when newer competition is ramping up, as well as the 9 00:00:36,920 --> 00:00:40,000 Speaker 1: surge of interest in Hollywood towards video games and how 10 00:00:40,000 --> 00:00:42,960 Speaker 1: that circles back to Twitch. Stay tuned for the full conversation. 11 00:00:51,560 --> 00:00:55,720 Speaker 1: Welcome back to Strictly Business. I'm here today with Rachel Delphin, 12 00:00:55,880 --> 00:00:58,680 Speaker 1: the chief marketing officer of Twitch. Rachel, how long have 13 00:00:58,760 --> 00:01:00,240 Speaker 1: you been in that position? Which? 14 00:01:00,920 --> 00:01:01,400 Speaker 2: Hi, Corey. 15 00:01:02,000 --> 00:01:05,399 Speaker 3: I have been in the chief marketing role, chief marketing 16 00:01:05,440 --> 00:01:07,880 Speaker 3: officer role for about two years now. 17 00:01:08,680 --> 00:01:10,640 Speaker 2: I've been at Twitch for five. 18 00:01:11,400 --> 00:01:14,160 Speaker 1: Hey, very cool. What were you doing before you took 19 00:01:14,200 --> 00:01:16,000 Speaker 1: over the marketing efforts there? 20 00:01:17,040 --> 00:01:21,319 Speaker 3: I started out five years ago leading the communications team 21 00:01:22,280 --> 00:01:25,399 Speaker 3: and then over the you know, three year period between 22 00:01:25,600 --> 00:01:28,120 Speaker 3: being head of comms and then chief Marketing Officer I 23 00:01:28,120 --> 00:01:33,280 Speaker 3: took on, you know, increased responsibilities for social team, community marketing, 24 00:01:34,200 --> 00:01:38,679 Speaker 3: community engagement, brand and media, and so it was a 25 00:01:38,680 --> 00:01:42,960 Speaker 3: real natural progression to overseeing the whole the whole team. 26 00:01:43,720 --> 00:01:47,039 Speaker 1: So it's one thing to do community engagement within the 27 00:01:47,080 --> 00:01:50,720 Speaker 1: Twitch live streaming platform, but you're also active in twitches 28 00:01:50,800 --> 00:01:54,960 Speaker 1: in person events. I believe your europe incarnation of twitch 29 00:01:55,000 --> 00:01:58,040 Speaker 1: Con went down earlier this month. Is there also an 30 00:01:58,080 --> 00:02:01,200 Speaker 1: American counterpart for that? And what are the things that 31 00:02:01,240 --> 00:02:05,120 Speaker 1: feel especially unique to doing big events for Twitch in 32 00:02:05,160 --> 00:02:07,880 Speaker 1: person versus you know online. 33 00:02:08,400 --> 00:02:11,200 Speaker 3: Yeah, it's a great question. So we did have our 34 00:02:12,560 --> 00:02:15,400 Speaker 3: European leg of our twitch Con franchise. It was earlier 35 00:02:15,400 --> 00:02:17,960 Speaker 3: this month, July eighth and ninth. We had it in Paris, 36 00:02:18,000 --> 00:02:21,000 Speaker 3: France for the first time. You know, we had more 37 00:02:21,040 --> 00:02:26,280 Speaker 3: than ten thousand community members come to the event. That's creators, 38 00:02:26,440 --> 00:02:29,680 Speaker 3: that's folks who are viewers and fans and of course 39 00:02:29,720 --> 00:02:34,040 Speaker 3: brands as well. And we do have a US Twitch 40 00:02:34,080 --> 00:02:37,640 Speaker 3: confranchise as well that will be later in October this 41 00:02:37,720 --> 00:02:40,720 Speaker 3: year in Las Vegas for the first time, and again 42 00:02:40,760 --> 00:02:44,960 Speaker 3: we'll expect tens of thousands of fans. The US leg 43 00:02:45,040 --> 00:02:48,080 Speaker 3: of the Twitch confranchise has also been you know, it's 44 00:02:48,120 --> 00:02:51,560 Speaker 3: where we started, and I think, gosh, I'm gonna get 45 00:02:51,600 --> 00:02:54,680 Speaker 3: this wrong, probably with seven or eight now that we've 46 00:02:54,720 --> 00:02:56,280 Speaker 3: actually had in the US as well, So it's a 47 00:02:56,280 --> 00:02:58,400 Speaker 3: bit more established, a bit a bit bigger than the 48 00:02:58,440 --> 00:03:01,480 Speaker 3: European conference as well. In terms of, you know, how 49 00:03:01,480 --> 00:03:04,160 Speaker 3: we think about the interplay between you know, how we 50 00:03:04,240 --> 00:03:07,320 Speaker 3: operate online as a brand and a service, and how 51 00:03:07,360 --> 00:03:10,720 Speaker 3: we operate in person at a events. We see those 52 00:03:10,760 --> 00:03:14,720 Speaker 3: as really really complementary. You know, it's not online versus 53 00:03:14,960 --> 00:03:17,600 Speaker 3: offline or I r L those things. You know, at 54 00:03:17,639 --> 00:03:20,400 Speaker 3: the end of the day, we're all about building community, 55 00:03:20,440 --> 00:03:24,600 Speaker 3: and those communities start online often because it really breaks 56 00:03:24,600 --> 00:03:28,040 Speaker 3: down the geographical barriers that keep people from you know, 57 00:03:28,120 --> 00:03:32,480 Speaker 3: connecting in their hometown or whatever. But the IRL element 58 00:03:32,520 --> 00:03:34,840 Speaker 3: of that is really really powerful and meaningful. You know, 59 00:03:36,080 --> 00:03:38,440 Speaker 3: when we bring people together at twitch Con, they've been 60 00:03:38,480 --> 00:03:43,000 Speaker 3: friends for months, or they've been friends for years in Twitch, 61 00:03:43,920 --> 00:03:46,600 Speaker 3: in twitch chat, you know, in the in their communities, 62 00:03:47,080 --> 00:03:48,680 Speaker 3: and then they see each other for the first or 63 00:03:48,720 --> 00:03:50,800 Speaker 3: second or you know, it's some kind of reunion and 64 00:03:51,040 --> 00:03:52,000 Speaker 3: it's really special. 65 00:03:52,120 --> 00:03:53,160 Speaker 2: It's really magical. 66 00:03:53,160 --> 00:03:55,880 Speaker 3: I think it really deepens those bonds and then you know, 67 00:03:55,920 --> 00:03:58,800 Speaker 3: they go back to the community building and nurturing and 68 00:03:58,840 --> 00:04:01,560 Speaker 3: connection that they have online. So we see that online 69 00:04:01,880 --> 00:04:05,320 Speaker 3: the offline component, the IRL event component, really really powerful 70 00:04:05,320 --> 00:04:09,640 Speaker 3: mechanism to reinforce that community building that happens online. 71 00:04:10,520 --> 00:04:14,960 Speaker 1: So as a primarily you know, creator driven event is 72 00:04:15,000 --> 00:04:18,200 Speaker 1: twitch Con also generally a very good opportunity for Twitch 73 00:04:18,240 --> 00:04:20,960 Speaker 1: to partner with companies as well that are active in 74 00:04:21,000 --> 00:04:24,719 Speaker 1: the media space how to twitch typically you know, foster 75 00:04:24,839 --> 00:04:27,880 Speaker 1: ad partnerships with companies that want to be able to 76 00:04:27,880 --> 00:04:30,839 Speaker 1: market towards you know, the wide platform you have there. 77 00:04:31,640 --> 00:04:34,919 Speaker 2: Yeah, So the audience for twitch con is is split. 78 00:04:34,960 --> 00:04:37,480 Speaker 3: It's about fifty percent creators, of which some of those 79 00:04:37,480 --> 00:04:39,440 Speaker 3: folks are partners, some of those are affiliates, and some 80 00:04:39,480 --> 00:04:42,480 Speaker 3: of those are generally streamers, and then the other fifty 81 00:04:42,520 --> 00:04:44,479 Speaker 3: percent we call community, which is would be more of. 82 00:04:44,440 --> 00:04:45,560 Speaker 2: The viewer side behaviors. 83 00:04:45,600 --> 00:04:47,680 Speaker 3: Right, So the people who are in the service on 84 00:04:47,920 --> 00:04:50,919 Speaker 3: chat are fans, They're attending the meet and greets, that 85 00:04:51,040 --> 00:04:55,960 Speaker 3: kind of thing. And so that's the demographic of twitch 86 00:04:55,960 --> 00:04:58,080 Speaker 3: con in terms of like how we engage brands there. 87 00:04:58,080 --> 00:05:01,760 Speaker 3: I mean, it's a really it's a really desirable demographic. 88 00:05:01,839 --> 00:05:06,360 Speaker 3: We are eighty nine percent Gen Z and millennials, and 89 00:05:06,680 --> 00:05:09,680 Speaker 3: it's a really leaned in community. You know, they are 90 00:05:09,680 --> 00:05:13,239 Speaker 3: actually building communities on Twitch, which means they're really highly 91 00:05:13,240 --> 00:05:16,520 Speaker 3: engaged in the service. They're very deeply involved in the 92 00:05:16,560 --> 00:05:21,480 Speaker 3: fandoms that they're part of, and so integrating a brand 93 00:05:22,520 --> 00:05:25,720 Speaker 3: can be really really powerful and impactful for those brands. 94 00:05:26,360 --> 00:05:27,480 Speaker 3: You know, when. 95 00:05:27,360 --> 00:05:29,520 Speaker 2: We talk about how to do that, which. 96 00:05:29,320 --> 00:05:31,960 Speaker 3: Is I think the important part of that, which is 97 00:05:32,040 --> 00:05:33,800 Speaker 3: lots of brands want to be there, how do you 98 00:05:33,839 --> 00:05:35,440 Speaker 3: do that in a way that feels really authentic, that 99 00:05:35,480 --> 00:05:38,560 Speaker 3: feels meaningful. Again, it goes back to this idea of community. 100 00:05:38,640 --> 00:05:40,600 Speaker 3: So that is really what we're here for, and that's 101 00:05:40,640 --> 00:05:44,839 Speaker 3: what happens on Twitch and at our events and for 102 00:05:44,960 --> 00:05:47,520 Speaker 3: brands to be able to participate and do that in 103 00:05:47,600 --> 00:05:51,120 Speaker 3: a way that accrues really positive sentiment and experience for 104 00:05:51,160 --> 00:05:54,080 Speaker 3: them as well as for the community. It is about 105 00:05:54,080 --> 00:05:56,839 Speaker 3: contributing to the community. It's about being a participant in 106 00:05:56,960 --> 00:06:02,880 Speaker 3: the community. It is supporting creators within those communities, and 107 00:06:02,920 --> 00:06:05,719 Speaker 3: that is received really positively by their communities. Right, So 108 00:06:05,800 --> 00:06:08,560 Speaker 3: the fans of those creators who see this validation that 109 00:06:08,600 --> 00:06:12,640 Speaker 3: the brands provide. This you know, very tangible mechanism, you know, 110 00:06:12,720 --> 00:06:15,560 Speaker 3: means of support for them as well, turns into these 111 00:06:15,600 --> 00:06:19,960 Speaker 3: moments of celebration as well, and we see brands do 112 00:06:20,040 --> 00:06:21,400 Speaker 3: that really well and really embrace that. 113 00:06:21,480 --> 00:06:23,400 Speaker 2: I think some recent. 114 00:06:24,560 --> 00:06:27,880 Speaker 3: Examples of that are you know, at TwitchCon, of course, 115 00:06:27,960 --> 00:06:29,520 Speaker 3: is very top of mind for me at the moment, 116 00:06:30,240 --> 00:06:34,480 Speaker 3: but you know, we had brands like Samsung and Samsung 117 00:06:34,480 --> 00:06:36,919 Speaker 3: Mobile in particular, who is leaning more heavily into the 118 00:06:37,000 --> 00:06:41,200 Speaker 3: gaming market, and they have a you know stream team 119 00:06:41,839 --> 00:06:46,040 Speaker 3: Team Galaxy and you know mobile tournaments, but also really 120 00:06:46,520 --> 00:06:49,760 Speaker 3: have a supportive posture with that team, bringing them together 121 00:06:49,800 --> 00:06:52,960 Speaker 3: because networking is really important for content creators on Twitch, 122 00:06:52,960 --> 00:06:56,160 Speaker 3: as I'm sure it is elsewhere as well. Crocs was 123 00:06:56,200 --> 00:06:58,919 Speaker 3: another brand that was at twitch Con. They sponsored Artist 124 00:06:58,920 --> 00:07:02,080 Speaker 3: Ali where we feature as you might imagine, artists from 125 00:07:02,160 --> 00:07:06,960 Speaker 3: Twitch who are actually selling you know, tangible wares as 126 00:07:07,000 --> 00:07:09,320 Speaker 3: well as you know, emote artistry and that kind of thing, 127 00:07:10,200 --> 00:07:13,400 Speaker 3: and they gave them the opportunity to create their own gibbets, 128 00:07:13,440 --> 00:07:16,200 Speaker 3: you know, the sort of items that go on on 129 00:07:16,280 --> 00:07:19,680 Speaker 3: Crops really tapped into the creativity. 130 00:07:19,120 --> 00:07:19,880 Speaker 2: Of the community. 131 00:07:20,080 --> 00:07:23,120 Speaker 3: Acknowledging the creativity of the community and that and that 132 00:07:23,240 --> 00:07:25,440 Speaker 3: you know, broader sort of arts and crafts movement that 133 00:07:25,520 --> 00:07:28,200 Speaker 3: exists on Twitch, and then giving them a canvas to 134 00:07:28,280 --> 00:07:30,880 Speaker 3: express themselves. So those were those were you know, they 135 00:07:30,880 --> 00:07:33,400 Speaker 3: had presents at the events, both from a sponsorship standpoint, 136 00:07:33,400 --> 00:07:35,040 Speaker 3: but also you know, physical presence. 137 00:07:36,120 --> 00:07:38,200 Speaker 2: Another good example I think is Chipotle. 138 00:07:38,640 --> 00:07:43,480 Speaker 3: We had a Super Ultra Combo Day and sorry, super 139 00:07:43,560 --> 00:07:47,480 Speaker 3: Ultra Combo Week and in which we've really celebrated the 140 00:07:47,480 --> 00:07:50,040 Speaker 3: fighting game community. So at the time street Fighter six 141 00:07:50,160 --> 00:07:54,000 Speaker 3: highly anticipated, very popular new game release, but also just 142 00:07:54,360 --> 00:08:02,560 Speaker 3: nostalgia around the franchise. Chipotle actually provided to people who 143 00:08:02,560 --> 00:08:06,880 Speaker 3: were engaging with content around that concept, and those streamers 144 00:08:06,920 --> 00:08:09,520 Speaker 3: with freequalk and chips right if they watched a certain 145 00:08:09,560 --> 00:08:12,840 Speaker 3: amount of time, which you know gets people very excited 146 00:08:13,400 --> 00:08:17,400 Speaker 3: and certainly more engaged and again really drives value. 147 00:08:17,120 --> 00:08:18,640 Speaker 2: To the creators who are participating. 148 00:08:18,720 --> 00:08:21,760 Speaker 3: So I think those are the uh, you know, some 149 00:08:21,880 --> 00:08:25,160 Speaker 3: recent examples but also examples of you know, what it 150 00:08:25,200 --> 00:08:26,080 Speaker 3: takes to do it well. 151 00:08:27,320 --> 00:08:30,720 Speaker 1: So what have been some crucial developments in leaning more 152 00:08:30,840 --> 00:08:34,240 Speaker 1: into the community marketing aspect, especially you know, since as 153 00:08:34,240 --> 00:08:37,120 Speaker 1: you said, what eighty nine percent of you know, the 154 00:08:37,640 --> 00:08:42,439 Speaker 1: Twitch creator The Twitch creators skews pretty heavily towards gen 155 00:08:42,559 --> 00:08:45,280 Speaker 1: Z you know, aka people who are probably going to 156 00:08:45,320 --> 00:08:48,800 Speaker 1: be very into, you know, prioritizing their own sense of 157 00:08:48,840 --> 00:08:52,120 Speaker 1: brand development and you know, independence with what they like 158 00:08:52,160 --> 00:08:55,160 Speaker 1: to do on Twitch. How how does Twitch kind of 159 00:08:55,160 --> 00:08:58,840 Speaker 1: work its way in there in terms of aiding you know, 160 00:08:58,920 --> 00:09:03,400 Speaker 1: their own marketing more catering to younger creators specifically. 161 00:09:04,200 --> 00:09:09,040 Speaker 3: Yeah, I think the the offline aspect is really important because, 162 00:09:09,200 --> 00:09:11,720 Speaker 3: as you said, yeah, eighty nine percent of our total population, 163 00:09:11,840 --> 00:09:13,880 Speaker 3: so that's creators and viewers our skew. 164 00:09:14,160 --> 00:09:20,320 Speaker 2: You know, gen Z and millennial very digitally native uh population. 165 00:09:19,920 --> 00:09:21,960 Speaker 3: Of course, you know gen Z in particular has grown 166 00:09:22,040 --> 00:09:25,000 Speaker 3: up entirely with you know, a life that has had 167 00:09:25,000 --> 00:09:28,120 Speaker 3: the Internet at their disposal. So what's interesting about that 168 00:09:28,280 --> 00:09:32,080 Speaker 3: is those generations and those people also really really value 169 00:09:32,120 --> 00:09:34,360 Speaker 3: in person connection. And I think that is probably a 170 00:09:35,200 --> 00:09:37,959 Speaker 3: you know, direct response to having so much of their 171 00:09:38,000 --> 00:09:40,960 Speaker 3: lives also being online, is that you really value the 172 00:09:41,000 --> 00:09:44,280 Speaker 3: offline connection. So one is you know, we've had twitch Con, 173 00:09:44,320 --> 00:09:49,040 Speaker 3: We've talked about that. We've also had community meetups historically, 174 00:09:49,120 --> 00:09:51,880 Speaker 3: so these are grassroots groups that are formed by members 175 00:09:51,880 --> 00:09:53,600 Speaker 3: of the community around certain locations. 176 00:09:53,640 --> 00:09:55,079 Speaker 2: So there's a Twitch. 177 00:09:54,840 --> 00:09:59,680 Speaker 3: Toronto, there's Twitch Adelaide, there's Twitch Portland, Seattle, Saskatchewan. And 178 00:09:59,720 --> 00:10:02,800 Speaker 3: so what we've really done after the pandemic in particular 179 00:10:03,000 --> 00:10:04,800 Speaker 3: is leaned more into those groups to help them really 180 00:10:04,800 --> 00:10:07,600 Speaker 3: get reignited and restarted, because you know, we weren't meeting 181 00:10:07,600 --> 00:10:08,280 Speaker 3: in person. 182 00:10:08,040 --> 00:10:08,880 Speaker 2: For a few years there. 183 00:10:09,440 --> 00:10:12,640 Speaker 3: So we've now got about fifty of those community groups worldwide, 184 00:10:12,880 --> 00:10:14,959 Speaker 3: and we hope to be able to and we're working 185 00:10:14,960 --> 00:10:18,600 Speaker 3: on actually expanding them to more cities in places over 186 00:10:18,679 --> 00:10:21,560 Speaker 3: you know this year and certainly into the future knew 187 00:10:21,600 --> 00:10:24,600 Speaker 3: this year. Also are our Twitch Unity Guilds. This is 188 00:10:24,760 --> 00:10:27,520 Speaker 3: sort of a hybrid so right now they're sort of 189 00:10:27,679 --> 00:10:31,320 Speaker 3: North American based groups. They serve black women and latinae 190 00:10:31,440 --> 00:10:35,240 Speaker 3: and Hispanic partners. They're supported by Twitch, so by us, 191 00:10:35,240 --> 00:10:38,400 Speaker 3: but they are led by members of those communities. They're 192 00:10:38,440 --> 00:10:41,560 Speaker 3: just getting started. We actually recently had those Guilt leaders 193 00:10:41,600 --> 00:10:46,360 Speaker 3: at our HQ in San Francisco, and that came from 194 00:10:46,480 --> 00:10:49,880 Speaker 3: you know, our our partners and our streamers and community 195 00:10:49,880 --> 00:10:51,920 Speaker 3: have told us, you know, we want to succeed here. 196 00:10:52,000 --> 00:10:53,319 Speaker 2: We love being showcased. 197 00:10:53,320 --> 00:10:56,160 Speaker 3: We love being promoted, you know, particularly during those sort 198 00:10:56,160 --> 00:10:59,400 Speaker 3: of celebration months, Women's History Month, you know, Black History Month, 199 00:10:59,400 --> 00:10:59,800 Speaker 3: et cetera. 200 00:11:00,280 --> 00:11:01,000 Speaker 2: But we also want that. 201 00:11:01,000 --> 00:11:04,640 Speaker 3: Support you around and you know, of course we as 202 00:11:04,440 --> 00:11:06,280 Speaker 3: a as a company, as a marketing team are very 203 00:11:06,280 --> 00:11:10,840 Speaker 3: disciplined and dedicated to showcasing diverse creators in every single campaign, 204 00:11:10,880 --> 00:11:14,559 Speaker 3: but we also recognize their communities that have been underserved 205 00:11:14,679 --> 00:11:17,280 Speaker 3: and creating a space for them programming to be able 206 00:11:17,320 --> 00:11:21,800 Speaker 3: to enable their growth as well as enabling more collaboration, 207 00:11:21,880 --> 00:11:24,760 Speaker 3: which is a real cornerstone of growth for any content creator, 208 00:11:24,800 --> 00:11:27,520 Speaker 3: particularly on Twitch. We believe it is going to make 209 00:11:27,559 --> 00:11:30,559 Speaker 3: a really big difference for them as well. 210 00:11:30,760 --> 00:11:33,880 Speaker 1: So since Twitch obviously a big part of its business 211 00:11:34,000 --> 00:11:37,360 Speaker 1: is catering to so many different kinds of creators and 212 00:11:37,480 --> 00:11:41,080 Speaker 1: letting them, you know, foster their own specialized brands, what's 213 00:11:41,160 --> 00:11:45,479 Speaker 1: the balance between granting this sense of independence to creators 214 00:11:45,520 --> 00:11:49,240 Speaker 1: to go ahead and you know, deliver the kind of 215 00:11:49,240 --> 00:11:52,480 Speaker 1: live streaming experience they want to versus the obvious need 216 00:11:52,559 --> 00:11:57,360 Speaker 1: for moderation on the platform. How crucial do those things too? 217 00:11:57,440 --> 00:12:00,839 Speaker 1: Things kind of combine, especially with regard to being your 218 00:12:00,840 --> 00:12:01,920 Speaker 1: ad partners at play. 219 00:12:02,320 --> 00:12:04,720 Speaker 2: Yeah, it's a good question. I think it's multi part two. 220 00:12:04,800 --> 00:12:06,440 Speaker 3: So I think on the one hand, there's like a 221 00:12:06,520 --> 00:12:09,640 Speaker 3: brand question there, which is and we had this sort 222 00:12:09,679 --> 00:12:11,440 Speaker 3: of recognition a few years ago when we did our 223 00:12:11,480 --> 00:12:14,880 Speaker 3: brand redesign, which is, look, we've long been associated with 224 00:12:14,920 --> 00:12:15,560 Speaker 3: the color purple. 225 00:12:15,600 --> 00:12:16,199 Speaker 2: We still are. 226 00:12:16,360 --> 00:12:17,839 Speaker 3: We had you know, a word mark and we have 227 00:12:17,880 --> 00:12:21,560 Speaker 3: a logo, and then we use purple quite prominently in 228 00:12:21,600 --> 00:12:22,720 Speaker 3: most of our marketing. 229 00:12:22,760 --> 00:12:25,680 Speaker 2: Of course, we've created. 230 00:12:25,320 --> 00:12:28,280 Speaker 3: A much more flexible canvas in terms of and what 231 00:12:28,360 --> 00:12:30,560 Speaker 3: you'll see now is like a lot more vibrancy, a 232 00:12:30,559 --> 00:12:32,600 Speaker 3: lot more use of color across the spectrum. And that 233 00:12:32,679 --> 00:12:38,200 Speaker 3: was really really specific in particular choice because we recognize, look, 234 00:12:38,880 --> 00:12:41,720 Speaker 3: yes we are often marketing you know, Twitch, but more 235 00:12:41,760 --> 00:12:45,240 Speaker 3: importantly and more frequently, we're actually marketing creators who are 236 00:12:45,280 --> 00:12:47,960 Speaker 3: part of our you know, the Twitch community, and we 237 00:12:48,080 --> 00:12:50,800 Speaker 3: need and want a really flexible canvas on which their 238 00:12:50,840 --> 00:12:54,280 Speaker 3: brands are also expressed. So you know, we've done actually 239 00:12:54,360 --> 00:12:56,800 Speaker 3: even more work in that space from a brand perspective 240 00:12:56,880 --> 00:12:58,720 Speaker 3: recently in terms of like, how do you make this 241 00:12:58,840 --> 00:13:02,679 Speaker 3: even more kind of extensible so that when we are 242 00:13:02,720 --> 00:13:04,839 Speaker 3: promoting you know, X y Z creator, whether it's in 243 00:13:04,880 --> 00:13:06,960 Speaker 3: a campaign of lots of creators or it's a single 244 00:13:07,760 --> 00:13:10,480 Speaker 3: a campaign that focuses on a single creator, that we're 245 00:13:10,520 --> 00:13:14,600 Speaker 3: able to express the unique, very unique brands really easily 246 00:13:14,679 --> 00:13:20,559 Speaker 3: while also having that foundation of the Twitch brand. That 247 00:13:20,679 --> 00:13:22,040 Speaker 3: kind of leads to the other part of your question, 248 00:13:22,120 --> 00:13:25,400 Speaker 3: which is like safety. So it's quite personal, right what 249 00:13:25,559 --> 00:13:27,680 Speaker 3: your feeling of safety and what your boundaries will be 250 00:13:27,760 --> 00:13:30,080 Speaker 3: for your own channel are going to be quite different from. 251 00:13:30,040 --> 00:13:31,880 Speaker 2: You know, any other any other creators. 252 00:13:31,920 --> 00:13:34,120 Speaker 3: So the way that that works on Twitch is is 253 00:13:34,280 --> 00:13:36,560 Speaker 3: is not dissimilar what I just described from a brand perspective, 254 00:13:36,559 --> 00:13:38,480 Speaker 3: which is like, you know, we we have a floor 255 00:13:39,120 --> 00:13:44,480 Speaker 3: of what we consider to be respectable acceptable behavior across 256 00:13:44,480 --> 00:13:46,840 Speaker 3: any channel, whether you're in chat or you're a creator, 257 00:13:46,880 --> 00:13:48,760 Speaker 3: and those are you know, the terms of service of course, 258 00:13:48,760 --> 00:13:53,440 Speaker 3: but also the community guidelines. I think one uh, you 259 00:13:53,480 --> 00:13:57,040 Speaker 3: know thing about Twitch to know is we've you know, 260 00:13:57,120 --> 00:14:00,360 Speaker 3: never positioned ourselves as a free speech platfor we have 261 00:14:00,400 --> 00:14:03,760 Speaker 3: always said that we are you know, our rules exist 262 00:14:03,920 --> 00:14:09,559 Speaker 3: to enable anyone to be able to build a community here, 263 00:14:09,600 --> 00:14:11,679 Speaker 3: and that means you know, having certain rules in place 264 00:14:11,679 --> 00:14:13,880 Speaker 3: against hate speech and harassment and. 265 00:14:15,720 --> 00:14:18,200 Speaker 2: You know what are appropriate. You know standards that we 266 00:14:18,280 --> 00:14:19,760 Speaker 2: believe are universal. 267 00:14:19,920 --> 00:14:25,360 Speaker 3: Now that same idea of like flexibility extensibility exists, you know, 268 00:14:26,080 --> 00:14:28,280 Speaker 3: with our posture to safety as well, because you can 269 00:14:28,320 --> 00:14:34,360 Speaker 3: also as a creator, establish your own rules and norms 270 00:14:34,360 --> 00:14:36,960 Speaker 3: for your community. So often when you join a Twitch channel, 271 00:14:37,000 --> 00:14:39,560 Speaker 3: you will see if you try to chat, so you 272 00:14:39,560 --> 00:14:42,200 Speaker 3: you know, click on the little chat box there, you'll 273 00:14:42,240 --> 00:14:45,160 Speaker 3: see a pup up of these are the rules of 274 00:14:45,240 --> 00:14:48,680 Speaker 3: this community that this creator has set, and they also 275 00:14:48,760 --> 00:14:51,200 Speaker 3: have mechanisms to enforce those rules. So again this is 276 00:14:51,200 --> 00:14:55,360 Speaker 3: above and beyond what we provide as or we established 277 00:14:55,360 --> 00:14:58,480 Speaker 3: as a service and enforce. The creators can also establish 278 00:14:58,560 --> 00:14:59,320 Speaker 3: their own. 279 00:15:00,640 --> 00:15:01,040 Speaker 2: Norms. 280 00:15:01,040 --> 00:15:03,080 Speaker 3: It can even be like, you know, no backseat gaming, 281 00:15:03,160 --> 00:15:06,080 Speaker 3: no cursing, lots of like, no racism, no hate, all 282 00:15:06,120 --> 00:15:08,880 Speaker 3: of those things. They also have moderators on their channels 283 00:15:08,960 --> 00:15:11,760 Speaker 3: quite frequently who can help enforce those rules. They can 284 00:15:11,800 --> 00:15:14,400 Speaker 3: ban people from the channels, they can put them in timeouts, 285 00:15:15,480 --> 00:15:17,520 Speaker 3: all of those things, so that again they're cultivating the 286 00:15:17,600 --> 00:15:19,600 Speaker 3: kind of community that they want on top of the 287 00:15:19,680 --> 00:15:24,680 Speaker 3: rules that we have already established and an enforce, and 288 00:15:26,240 --> 00:15:29,040 Speaker 3: those things you know are quite important to brands, right 289 00:15:29,080 --> 00:15:31,160 Speaker 3: they want to make sure brands want to make sure, 290 00:15:31,400 --> 00:15:34,160 Speaker 3: you know, I'm a brand leader myself, want to make 291 00:15:34,200 --> 00:15:38,280 Speaker 3: sure that they're associating with services that you know, and 292 00:15:38,440 --> 00:15:42,920 Speaker 3: in places and surfaces where they feel resonate, you know, 293 00:15:43,000 --> 00:15:46,720 Speaker 3: with with their own brand values. And so certainly our 294 00:15:46,760 --> 00:15:51,000 Speaker 3: investments in moderation and safety, in policies and the enforcement 295 00:15:51,040 --> 00:15:54,080 Speaker 3: of those things are are very important to our brand partners, 296 00:15:54,080 --> 00:15:58,560 Speaker 3: and we are always in discussions with them because we 297 00:15:58,600 --> 00:16:01,480 Speaker 3: want it to be a great place for our creators 298 00:16:01,600 --> 00:16:03,560 Speaker 3: and foremost, but that also means, you know, making it 299 00:16:03,600 --> 00:16:09,200 Speaker 3: a great place where brands can come and support them. 300 00:16:09,240 --> 00:16:11,320 Speaker 1: We're going to take a break here, but when we're 301 00:16:11,440 --> 00:16:14,600 Speaker 1: back with Rachel Delphin, we're going to get into a 302 00:16:14,680 --> 00:16:17,960 Speaker 1: new service kick that is adding itself to some of 303 00:16:17,960 --> 00:16:22,200 Speaker 1: the competition against Twitch, as well as get into more 304 00:16:22,840 --> 00:16:26,960 Speaker 1: expansive areas of tech and media on the horizon that 305 00:16:27,360 --> 00:16:36,960 Speaker 1: could potentially be something for Twitch to play into. We're 306 00:16:36,960 --> 00:16:40,640 Speaker 1: back with strictly business and Rachel Delphin Twitch is chief 307 00:16:40,680 --> 00:16:46,920 Speaker 1: marketing officer, So Rachel obviously really sturdy moderation is pretty 308 00:16:47,000 --> 00:16:51,760 Speaker 1: essential to running platforms with very large audiences smoothly. You know, 309 00:16:51,840 --> 00:16:55,160 Speaker 1: we can look at Twitter since Elon Musk took over 310 00:16:55,440 --> 00:16:57,080 Speaker 1: and made some changes there and sort of see the 311 00:16:57,120 --> 00:17:01,920 Speaker 1: consequences of when moderation falls by the wayside. But regardless, 312 00:17:02,360 --> 00:17:06,560 Speaker 1: you know, the prospect of looser moderation and the kind 313 00:17:06,560 --> 00:17:09,399 Speaker 1: of creators that might prefer that is something that this 314 00:17:09,520 --> 00:17:13,639 Speaker 1: new service kick is really taking advantage of by not 315 00:17:13,800 --> 00:17:18,320 Speaker 1: having as strict moderation and also offering some higher revenue 316 00:17:18,320 --> 00:17:21,680 Speaker 1: splits too. You know, it already led to a former 317 00:17:21,680 --> 00:17:25,119 Speaker 1: Twitch streamer EXQC, signing one hundred and million dollar deal 318 00:17:25,280 --> 00:17:31,240 Speaker 1: in June. So how can Twitch market itself towards creators, 319 00:17:31,280 --> 00:17:35,719 Speaker 1: you know, from those two angles to ensure that you know, 320 00:17:35,800 --> 00:17:38,280 Speaker 1: Twitch isn't going to lose too much of the competition 321 00:17:38,760 --> 00:17:42,159 Speaker 1: and our sort of overall deals like that, you know, 322 00:17:42,200 --> 00:17:44,160 Speaker 1: that's what we call them in the TV and film 323 00:17:44,160 --> 00:17:47,080 Speaker 1: space generally, But are big deals like that's still a 324 00:17:47,080 --> 00:17:50,680 Speaker 1: big part of Twitch's bottom line in locking certain very 325 00:17:50,680 --> 00:17:51,760 Speaker 1: popular creators down. 326 00:17:52,600 --> 00:17:53,600 Speaker 2: I mean, I think there are a lot. 327 00:17:53,480 --> 00:17:55,960 Speaker 3: Of ways you can, you know, respond and act in 328 00:17:56,000 --> 00:17:58,960 Speaker 3: a competitive environment. And I think, as you noted in 329 00:17:59,000 --> 00:18:02,520 Speaker 3: an earlier conversation, had you know, we are the market 330 00:18:02,560 --> 00:18:05,359 Speaker 3: leader in the live streaming space, and that's and that's 331 00:18:05,400 --> 00:18:07,440 Speaker 3: you know, been true for many years. And that's because 332 00:18:08,040 --> 00:18:09,840 Speaker 3: in many ways, you know, we built the category, and 333 00:18:09,840 --> 00:18:11,800 Speaker 3: there's certainly been times in our history when we've been 334 00:18:11,880 --> 00:18:15,600 Speaker 3: a category of one, I think. And the reason why 335 00:18:15,680 --> 00:18:18,000 Speaker 3: I think we've been able to you know, build but 336 00:18:18,040 --> 00:18:20,359 Speaker 3: also maintain and grow this you know, this category that 337 00:18:20,400 --> 00:18:24,240 Speaker 3: does has and has become appealing to other brands and 338 00:18:24,280 --> 00:18:29,399 Speaker 3: companies over you know, the lifetime of our company is 339 00:18:29,400 --> 00:18:36,959 Speaker 3: because we've remained really invested and focused entirely, you know, 340 00:18:37,000 --> 00:18:39,719 Speaker 3: and that's you know, over the thirteen plus years of 341 00:18:39,760 --> 00:18:43,040 Speaker 3: our existence in the success of the category, but also 342 00:18:43,160 --> 00:18:46,679 Speaker 3: very specifically in the success of the creators who create 343 00:18:46,760 --> 00:18:49,320 Speaker 3: life content and the communities you know that build around 344 00:18:49,359 --> 00:18:52,000 Speaker 3: them since that inception. So in no way does that 345 00:18:52,040 --> 00:18:55,359 Speaker 3: suggest like we are complacent, right, having you know, built 346 00:18:55,440 --> 00:18:59,960 Speaker 3: category and leading it. In many ways, it's that it's 347 00:19:00,640 --> 00:19:03,440 Speaker 3: a very similar position during you know, times of more 348 00:19:03,440 --> 00:19:06,320 Speaker 3: competition and times certainly a less competition. You know. 349 00:19:06,440 --> 00:19:09,760 Speaker 2: The way that we win and we continue to. 350 00:19:11,240 --> 00:19:15,000 Speaker 3: Attract the best creators, keep them there, attract more creators 351 00:19:15,040 --> 00:19:17,879 Speaker 3: and the communities that love them and support them is 352 00:19:18,080 --> 00:19:22,320 Speaker 3: to keep that focus right and remain committed to that mission. So, 353 00:19:22,720 --> 00:19:25,080 Speaker 3: you know, if our service is the safest place to 354 00:19:25,119 --> 00:19:28,240 Speaker 3: be a live content creator, to be the place where 355 00:19:28,240 --> 00:19:31,840 Speaker 3: you can find and build and gather a thriving community, 356 00:19:32,880 --> 00:19:35,560 Speaker 3: and to do so with the best options and ways 357 00:19:35,600 --> 00:19:38,000 Speaker 3: to monetize. You know, if that the latter thing is 358 00:19:38,000 --> 00:19:41,240 Speaker 3: your thing, then that's that's how we'll win, regardless of 359 00:19:41,280 --> 00:19:44,400 Speaker 3: you know, what's happening from a competitive standpoint. 360 00:19:44,440 --> 00:19:48,800 Speaker 1: Yeap, things like revenue splits are you know, one of 361 00:19:48,840 --> 00:19:52,360 Speaker 1: the many things kind of swirling around the ongoing strikes 362 00:19:52,400 --> 00:19:54,800 Speaker 1: that are happening in the Hollywood space with both the 363 00:19:54,920 --> 00:19:58,600 Speaker 1: w GA and then SAG AFTERRA And another aspect of 364 00:19:58,640 --> 00:20:02,440 Speaker 1: those strikes is you know, concern over implications for how 365 00:20:02,840 --> 00:20:06,280 Speaker 1: generative AI and other AI tools can be used and 366 00:20:06,320 --> 00:20:10,000 Speaker 1: employed throughout that industry. As a bit of a different business, 367 00:20:10,040 --> 00:20:13,240 Speaker 1: you know, oriented around live streaming. Does Twitch look to 368 00:20:13,800 --> 00:20:17,560 Speaker 1: you know, increasing AI tech as something that can you know, 369 00:20:17,680 --> 00:20:22,120 Speaker 1: benefit the actual business operations, whether it's towards more content 370 00:20:22,359 --> 00:20:25,800 Speaker 1: or us more as like a proactive tool for moderation purposes. 371 00:20:26,840 --> 00:20:32,119 Speaker 3: My expectation is that we'll see adoption of like the 372 00:20:32,119 --> 00:20:34,720 Speaker 3: generative AI that you that you've sort of been seeing 373 00:20:36,040 --> 00:20:39,520 Speaker 3: by content creators probably in a few ways. One is 374 00:20:39,560 --> 00:20:42,720 Speaker 3: the experience you actually have, right so, the content you 375 00:20:42,760 --> 00:20:45,840 Speaker 3: see on the screen, whether it's sort of adopting it 376 00:20:45,880 --> 00:20:48,119 Speaker 3: as as a v tuber of those kinds of things, 377 00:20:48,359 --> 00:20:51,439 Speaker 3: or generating different kinds of concept. I would love to 378 00:20:51,440 --> 00:20:53,919 Speaker 3: speculate with you about how I think creators will use it, 379 00:20:53,920 --> 00:20:55,879 Speaker 3: But to be honest, there is a reason why they 380 00:20:55,920 --> 00:20:58,560 Speaker 3: are the content creators who are endlessly creative, and I 381 00:20:58,640 --> 00:21:01,200 Speaker 3: am in the role that I am, so I suspect 382 00:21:01,200 --> 00:21:01,840 Speaker 3: we'll see. 383 00:21:01,600 --> 00:21:03,560 Speaker 2: Some innovation and creativity there. 384 00:21:04,080 --> 00:21:08,159 Speaker 3: You've seen some of that around the Seinfeld inspired stream 385 00:21:08,160 --> 00:21:10,760 Speaker 3: that happened earlier this year that attracted a lot of attention. 386 00:21:10,960 --> 00:21:14,360 Speaker 2: So I think we'll see some innovation. 387 00:21:14,359 --> 00:21:18,240 Speaker 3: And experimentation on the creator side certainly. And then from 388 00:21:18,280 --> 00:21:21,960 Speaker 3: my perspective, I certainly think there is going to be 389 00:21:22,520 --> 00:21:27,200 Speaker 3: an opportunity to implement and sort of integrate some AI 390 00:21:27,280 --> 00:21:30,400 Speaker 3: tooling in our sort of like work stack and our 391 00:21:30,440 --> 00:21:33,080 Speaker 3: processes on a lot of you know, the back end 392 00:21:33,960 --> 00:21:38,000 Speaker 3: and the business and processes of marketing. That will make 393 00:21:38,040 --> 00:21:42,760 Speaker 3: things a bit more efficient and you know, predictive, right 394 00:21:42,800 --> 00:21:44,840 Speaker 3: in terms of like audience modeling and all kinds of 395 00:21:44,920 --> 00:21:47,600 Speaker 3: things that I think will be really useful. There's nothing 396 00:21:47,680 --> 00:21:50,960 Speaker 3: right now, but I certainly I believe it's you know, 397 00:21:51,000 --> 00:21:52,800 Speaker 3: this technology is here for the long term and that 398 00:21:53,359 --> 00:21:55,760 Speaker 3: we'll see some really exciting tooling coming out of. 399 00:21:55,680 --> 00:22:00,480 Speaker 1: It in terms of the various kind of devices that 400 00:22:00,600 --> 00:22:05,080 Speaker 1: Twitch can operate on, as Twitch looked to something like 401 00:22:05,160 --> 00:22:09,280 Speaker 1: you know, like increasingly popular TikTok lives as something to 402 00:22:09,359 --> 00:22:14,080 Speaker 1: take inspiration of or you know, try to improve on 403 00:22:14,119 --> 00:22:18,000 Speaker 1: the mobile end of Twitch to you know, take advantage 404 00:22:18,040 --> 00:22:21,159 Speaker 1: of increased interest in you know, the mobile aspect of 405 00:22:21,200 --> 00:22:22,280 Speaker 1: live streaming in particular. 406 00:22:23,000 --> 00:22:25,120 Speaker 2: Yeah, it's a it's a great question and a timely one. 407 00:22:25,200 --> 00:22:28,280 Speaker 3: So at TwitchCon, actually, are you tired of me mentioning 408 00:22:28,320 --> 00:22:32,679 Speaker 3: TwitchCon yet, we made two announcements in this area. So 409 00:22:34,280 --> 00:22:37,200 Speaker 3: stories and feed these are very familiar formats for sure 410 00:22:37,240 --> 00:22:40,040 Speaker 3: for anyone who has a phone, and the difference for 411 00:22:40,160 --> 00:22:41,960 Speaker 3: how they will actually come to life and how they'll 412 00:22:41,960 --> 00:22:46,120 Speaker 3: work is in how we're actually thinking about about them 413 00:22:46,160 --> 00:22:49,040 Speaker 3: and what the utility of those things are. So for Stories, 414 00:22:49,080 --> 00:22:51,919 Speaker 3: for example, one of the challenges of live is that 415 00:22:52,080 --> 00:22:54,640 Speaker 3: getting your community altogether when your live is tough, right, 416 00:22:54,800 --> 00:22:57,560 Speaker 3: schedules have to line up people work, they go to school, 417 00:22:57,720 --> 00:23:01,359 Speaker 3: they have other commitments, et cetera. So the stories feature 418 00:23:01,400 --> 00:23:04,480 Speaker 3: on Twitch gives creators a really reliable way to reach 419 00:23:04,520 --> 00:23:07,960 Speaker 3: their whole community, you know, all at once, right the 420 00:23:08,000 --> 00:23:09,960 Speaker 3: concurrent viewer numbers you see on Twitch, so on the 421 00:23:10,000 --> 00:23:11,720 Speaker 3: channel page it will show you like how many people 422 00:23:11,720 --> 00:23:14,280 Speaker 3: are watching right now. That is really the tip of 423 00:23:14,280 --> 00:23:16,760 Speaker 3: the iceberg when it comes to what their whole community 424 00:23:16,800 --> 00:23:19,399 Speaker 3: looks like. For all the reasons I mentioned earlier that 425 00:23:19,480 --> 00:23:24,119 Speaker 3: you know, it's really hard to see every single live 426 00:23:24,960 --> 00:23:27,600 Speaker 3: broadcast right of a creator that you follow, and so 427 00:23:28,200 --> 00:23:29,800 Speaker 3: stories we see is going to be a really great 428 00:23:29,840 --> 00:23:33,880 Speaker 3: way to enable engagement while they're not live, to kind 429 00:23:33,880 --> 00:23:36,080 Speaker 3: of catch people up what happened today on the stream, 430 00:23:36,160 --> 00:23:37,800 Speaker 3: What were the memes, what were the jokes, what were 431 00:23:37,800 --> 00:23:39,960 Speaker 3: the big high points, so that one year back, you know, 432 00:23:40,000 --> 00:23:41,840 Speaker 3: you feel like you feel like you never left. I 433 00:23:41,840 --> 00:23:45,199 Speaker 3: think there's also utility, you know, for creators who are 434 00:23:45,200 --> 00:23:47,760 Speaker 3: taking vacation but want to remain connected, that kind of thing. 435 00:23:47,840 --> 00:23:52,240 Speaker 3: So that story's format is coming, I believe in October 436 00:23:52,640 --> 00:23:55,240 Speaker 3: the Fall. And then the other thing we talked about 437 00:23:55,960 --> 00:23:58,960 Speaker 3: was feed, So having a Discovery feed, which will be 438 00:23:59,000 --> 00:24:01,760 Speaker 3: a personalized mix of clips within the brows tab on 439 00:24:01,760 --> 00:24:05,159 Speaker 3: our mobile app, and it is you know, sort of 440 00:24:05,240 --> 00:24:08,679 Speaker 3: capturing and embracing that behavior. Right, you're scrolling you but 441 00:24:08,720 --> 00:24:10,600 Speaker 3: you don't have a full thirty minutes, you don't have 442 00:24:10,640 --> 00:24:13,840 Speaker 3: a full hour, which is more typical right of a 443 00:24:13,880 --> 00:24:14,520 Speaker 3: Twitch session. 444 00:24:14,560 --> 00:24:16,600 Speaker 2: You're staying for a longer time. You want to hang out. 445 00:24:16,680 --> 00:24:18,399 Speaker 3: You're like pulling up a seat, you know, at the 446 00:24:18,440 --> 00:24:23,480 Speaker 3: bar or whatever, and recognizing that there is a behavior, 447 00:24:23,520 --> 00:24:25,280 Speaker 3: of course that exists. Lots of people are sort of 448 00:24:25,359 --> 00:24:28,560 Speaker 3: checking in, they have these more snackable moments. The difference 449 00:24:28,600 --> 00:24:33,840 Speaker 3: again is the express purpose of our feed is to 450 00:24:33,920 --> 00:24:36,720 Speaker 3: discover new creators so that you'll get this personalized mix 451 00:24:36,760 --> 00:24:40,080 Speaker 3: of clips. But our intention is then that you are 452 00:24:40,200 --> 00:24:43,440 Speaker 3: going to ultimately join their live streams and enjoining their communities. 453 00:24:43,480 --> 00:24:45,320 Speaker 3: It's not our goal to have you or spend you know, 454 00:24:45,440 --> 00:24:48,720 Speaker 3: hours of time actually scrolling the feed. What we want 455 00:24:48,800 --> 00:24:50,879 Speaker 3: and what we want to do for creators and for 456 00:24:50,920 --> 00:24:53,320 Speaker 3: community members is to help them discover new creators and 457 00:24:53,400 --> 00:24:56,960 Speaker 3: then get them into the live experience where they can 458 00:24:57,359 --> 00:25:00,639 Speaker 3: you know, actually start to build relationships community bonds. 459 00:25:01,280 --> 00:25:04,640 Speaker 1: Going back some years too, when Twitch was still known 460 00:25:04,720 --> 00:25:07,959 Speaker 1: as you know, justin dot tv before it became an 461 00:25:08,000 --> 00:25:11,520 Speaker 1: Amazon subsidiary, it was a service that very much had 462 00:25:11,600 --> 00:25:14,679 Speaker 1: its roots in video games, and while it sins grown 463 00:25:14,720 --> 00:25:18,159 Speaker 1: well beyond then, I believe you know, what's dubbed just 464 00:25:18,280 --> 00:25:21,359 Speaker 1: chatting is you know, generally the most popular form of 465 00:25:21,400 --> 00:25:25,040 Speaker 1: Twitch content versus any particular video game. But regardless, we're 466 00:25:25,080 --> 00:25:29,159 Speaker 1: seeing in Hollywood, especially this year, a pretty huge embrace 467 00:25:29,359 --> 00:25:32,600 Speaker 1: of video gaming. IP. The Last of Us premiered on 468 00:25:33,040 --> 00:25:36,240 Speaker 1: HBO in January and was an immediate hit for both 469 00:25:36,400 --> 00:25:40,720 Speaker 1: HBO and what's now the Max streaming service. And then 470 00:25:40,760 --> 00:25:44,920 Speaker 1: in April, Universal released Super Mario brother the Super Mario 471 00:25:44,960 --> 00:25:48,439 Speaker 1: Brothers Movie, obviously in partnership with Nintendo and with the 472 00:25:48,840 --> 00:25:52,440 Speaker 1: with their Illumination Animation studio, and that ended up grossing 473 00:25:52,560 --> 00:25:58,200 Speaker 1: well over a billion dollars. So, with video games clearly 474 00:25:58,320 --> 00:26:03,400 Speaker 1: defining themselves as really lucrative IP in Hollywood this year, 475 00:26:04,160 --> 00:26:06,639 Speaker 1: is that something that has a ripple effect over a 476 00:26:06,760 --> 00:26:10,359 Speaker 1: Twitch and the kind of you know, ad pushes Twitch 477 00:26:10,400 --> 00:26:12,639 Speaker 1: can help make with partners to you know, kind of 478 00:26:12,640 --> 00:26:15,560 Speaker 1: bring everything back to all the excitement around gaming. 479 00:26:16,280 --> 00:26:18,760 Speaker 2: Yeah, it's really awesome to see. 480 00:26:18,800 --> 00:26:21,840 Speaker 3: I think it's you know, you maybe are you know, 481 00:26:21,920 --> 00:26:24,760 Speaker 3: touching on this, but like there's always been this kind 482 00:26:24,760 --> 00:26:27,320 Speaker 3: of weird distance between the game industry, which has been 483 00:26:27,520 --> 00:26:29,440 Speaker 3: massive for a very long time. I think right now 484 00:26:29,440 --> 00:26:32,080 Speaker 3: it's like two hundred and fifty dollars billion dollar industry, 485 00:26:32,800 --> 00:26:35,239 Speaker 3: And that's sort of like treatment or assumption of it 486 00:26:35,359 --> 00:26:37,240 Speaker 3: of being like, oh, this is like a niche, niche 487 00:26:37,240 --> 00:26:40,159 Speaker 3: thing that people do, when in fact it's it's actually 488 00:26:40,200 --> 00:26:43,359 Speaker 3: extremely popular and there are these like massive ips and 489 00:26:43,440 --> 00:26:45,679 Speaker 3: fandoms around them who show up, you know, for the 490 00:26:45,680 --> 00:26:48,200 Speaker 3: things they care about, as you've seen with the Last 491 00:26:48,200 --> 00:26:51,080 Speaker 3: of Us and the Super Mario Brothers movie. So I 492 00:26:51,080 --> 00:26:54,840 Speaker 3: definitely think that there's an opportunity for us as well 493 00:26:55,240 --> 00:26:58,600 Speaker 3: because we are such an established home for gaming and 494 00:26:58,680 --> 00:27:01,920 Speaker 3: trends in gaming and flouncers of gaming. So I think 495 00:27:02,000 --> 00:27:06,160 Speaker 3: Last of Us is a good example. You know, when 496 00:27:06,160 --> 00:27:08,280 Speaker 3: the series premiered, you see a lot of streamer is 497 00:27:08,320 --> 00:27:11,320 Speaker 3: actually doing playthroughs of the Last of Us games and 498 00:27:11,400 --> 00:27:14,800 Speaker 3: those kinds of things. And when Super Mario Brothers movie 499 00:27:14,920 --> 00:27:17,560 Speaker 3: came out, we saw a real opportunity. There is a 500 00:27:17,720 --> 00:27:21,760 Speaker 3: day for Mario fans. It's called Mario Day. It's March tenth, 501 00:27:22,200 --> 00:27:26,320 Speaker 3: m R one zero Mario very cute, and so we 502 00:27:26,440 --> 00:27:29,160 Speaker 3: did a big campaign around it that really pulled in 503 00:27:30,160 --> 00:27:33,080 Speaker 3: everyone who you know, was part of our creator community 504 00:27:34,400 --> 00:27:38,119 Speaker 3: and likes you know, Mario, any of the ip and 505 00:27:38,240 --> 00:27:41,920 Speaker 3: play the games, bake cookies with Mario, you know, play 506 00:27:42,040 --> 00:27:46,119 Speaker 3: songs from you know, the the games. So it was 507 00:27:46,160 --> 00:27:49,960 Speaker 3: this really big celebration, recognition, kind of community moment around 508 00:27:50,000 --> 00:27:54,000 Speaker 3: Mario Mario Day. But also you know, coincided with the 509 00:27:54,040 --> 00:27:56,480 Speaker 3: release of the film as well, and again you see 510 00:27:57,200 --> 00:27:59,520 Speaker 3: a real embrace by our community. 511 00:27:59,040 --> 00:27:59,680 Speaker 2: Of that as well. 512 00:28:02,040 --> 00:28:04,840 Speaker 3: Similarly, we did, uh this was not created you know, 513 00:28:04,920 --> 00:28:08,760 Speaker 3: not related to Hollywood, but we did a super ultra 514 00:28:08,840 --> 00:28:12,080 Speaker 3: combo week on Twitch and that was in early June, 515 00:28:12,320 --> 00:28:13,080 Speaker 3: coinciding with. 516 00:28:13,040 --> 00:28:16,760 Speaker 2: The release of street Fighter six. Beloved games. 517 00:28:16,840 --> 00:28:19,200 Speaker 3: Street Fighter you know, fighting game community is a really 518 00:28:19,280 --> 00:28:22,200 Speaker 3: big and historic community on Twitch, and so we did 519 00:28:22,200 --> 00:28:24,159 Speaker 3: this long week that kind of led up to the 520 00:28:24,359 --> 00:28:28,400 Speaker 3: to the ultimate launch of the street Fighter six game. 521 00:28:29,280 --> 00:28:31,840 Speaker 3: And from a brand perspective, we're getting a lot of 522 00:28:31,960 --> 00:28:33,879 Speaker 3: sort of interest of like the way that it was 523 00:28:33,960 --> 00:28:36,919 Speaker 3: done you know, both off Twitch but on Twitch and 524 00:28:37,040 --> 00:28:41,560 Speaker 3: really gathered you know, what were literally thousands of creators 525 00:28:41,560 --> 00:28:44,000 Speaker 3: creating content in the street uh street fighter, but also 526 00:28:44,040 --> 00:28:47,240 Speaker 3: just fighting game category and that becomes really appealing to 527 00:28:47,280 --> 00:28:47,800 Speaker 3: be a part. 528 00:28:47,600 --> 00:28:48,320 Speaker 2: Of something like that. 529 00:28:49,120 --> 00:28:51,880 Speaker 1: Well, thanks for taking the time to join us today, Rachel. 530 00:28:52,320 --> 00:28:53,560 Speaker 2: It was my pleasure. 531 00:28:59,680 --> 00:29:03,320 Speaker 1: That a conversation with Rachel Dalton, chief marketing Officer of Twitch. 532 00:29:03,720 --> 00:29:06,400 Speaker 1: Come back next week for more discussion and insights into 533 00:29:06,400 --> 00:29:16,840 Speaker 1: the ever evolving media and entertainment landscape.