For most gamers, the ritual of watching others play began at childhood, with many of us forced to observe from the sidelines while our controller-hogging siblings monopolised the household console.
Today, however, the broadcast of video games, among other categories, has become something of a social phenomenon, with more than 1.9 billion hours of Twitch content watched in December alone. To understand the incredible rise and success of Twitch, as well as how marketers, can tap into this network, we need to take a closer look at what glues people to screens and streams.
Since its reconception in 2011, when it rebranded from Justin.TV to Twitch.TV, Twitch has become a home for streamers,
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