Twitch positions itself as a social video platform for gamers and offers brands and broadcast media pre-roll ad formats to run prior to streaming content or "regular" ads, which could be selected and played to any channel's viewers through a "Broadcaster Dashboard" at any given time.
In acquiring Twitch, Amazon continues its march to monetize video. The company detailed plans in February around a partnership with premium sell-side ad video ad server FreeWheel to "create a video offering and increase their ecommerce sales at the same time." Although Amazon's initial focus with video was expanding ecommerce ad units, Amazon Media Group's VP of global advertising Lisa Utzschneider said integrating advertising with short-form content ranging from game trailers to how-to videos, would also be a priority.
One of the key questions industry insiders have is, "How does Amazon draw an audience beyond Prime?" Twitch seemingly gives the commerce giant 55 million new viewers.