Esports Performing Well On Twitter

TNL Take: It's been over 18 months since we predicted Twitter entering the esports space. Since then Twitter made a large push with ESL, Dreamhack and Intel Extreme Masters in March of last year.

How did they perform?

Very well actually according to data released by Twitter. Of the Top 10 live streamed events in 2017, 3 of them were esports related and considering the Top 2 were related to the US and UK elections; they could have ranked higher. With how much live streamed content Twitter broadcast, 3 in the Top 10 is impressive.

 2017 Top Twitter Live Video Events (Photo: Twitter)

2017 Top Twitter Live Video Events (Photo: Twitter)

Twitter also quietly signed a deal last September with Riot Games to become Twitter Australia’s partner with League of Legends.  

The partnership saw 2 live streams for League of Origin and the Oceanic Premier League Grand Finals, as well as 10 live broadcasts via Periscope Producer. 

Why does esports work well on Twitter?

As expected, esports skews younger which works well with Twitter's audience consumption of sports events. Twitter has done deals with everyone from the NFL, MLB to the PGA and NASCAR.

The esports audience - from teams, pros to the viewers - use Twitter extensively. One of the biggest audience drivers to Twitch comes from Twitter; it's why you see those promoting a Twitch stream is live primarily use Twitter as their current social platform of choice.

For myself, Twitter chat is also an "easier" experience than Twitch chat. Based on the algorithm, I see tweets first from those I follow/follow me and those in my social graph. As the chat is built around tweets, it makes it easier to follow the conversation than a firehose of emotes. 

Laura Froelich, Twitter's Global Head of Sports Partnerships, told SportTechie a key stat last month: The Halo world championship was livestreamed on Twitter, Facebook and Twitch; with a total audience of 13 million - of which 10.2 million came from Twitter. 

Some further stats would provide greater insight but there's a clearly appetite for esports content on Twitter's platform.

What does 2018 have in store for Twitter?

Considering how much of Twitter's audience overlaps with esports, coupled with last year's live video performance, expect more partnerships for this year. While the majority of Twitter's esports broadcasts have not been exclusive to the platform - you may see one in 2018.