Ad opportunities on Twitch are changing for the better, says Gemma Battenbough

Five new ‘cultural codes’ have changed user behaviours on streaming service Twitch, opening up new opportunities for brands to better reach Generation Z, according to Gemma Battenbough, the service’s head of brand partnerships studio, APAC.

Advertising to Gen Z can be difficult, and many brands who turn to Twitch have clear targets in mind, Battenbough said.

“Advertisers typically come to Twitch with quite clear objectives, so usually they want to drive awareness around a brand or a product launch to a hard to reach audience,” she said.