After annus horribilis, Twitch CMO is bullish on creator marketing strategy [Video]

The Drum sits down with the Amazon streaming service’s marketing boss, Rachel Delphin, to talk about its push for new content types, welcoming an ‘influx’ of brands and a redoubled focus on community.

The pain spilled over to the start of 2024 when Twitch announced 500 further redundancies amid reports it remained unprofitable, almost a decade after its acquisition by Amazon. Just this summer, the Wall Street Journal wrote that the platform is “still losing money” despite advertising receipts of over $2bn last year. Workers reportedly anticipate yet further lay-offs.

The ‘creator marketing’ streamer

A run of news stories like that would be troubling for any brand and doubly so for Twitch, which is arguably the streaming platform most reliant on community confidence. For a channel whose programming is almost entirely creator-led and community-supported, spooking the community is a serious risk. It should come as no surprise, then, that when The Drum sits down with …

Tags Advertising, Brand Management, Business Strategy, Digital Marketing, Marketing Ideas