Twitch has partnered with media measurement and analytics company Comscore to deliver live streaming viewership analytics.
The deal will combine tagless audience reporting of Twitch streams with Comscore’s digital audience solutions to provide insights into digital consumption behaviours.
The integration of Twitch video metrics with Comscore’s analysis will allow greater insight for potential advertisers and sponsors, according to a release. As a result of the deal, third-party data and insights into Twitch’s “engaged audiences” in the United States and Canada will now be made available to clients.
Carol Hinnant, Chief Revenue Officer at Comscore, commented on the deal in a release: “Our new partnership with Twitch is more proof of Comscore’s dedication to innovation within audience measurement and across screens. In a time where gaming and esports are gaining momentum, our partnership will ensure the industry can understand consumption and take advantage of trends in this space.”
Comscore specialises in tracking multiscreen audience behaviour by combining digital, linear TV, over-the-top, and theatrical viewership intelligence with advanced audience insights. The company is partnered with multiple businesses from the fields of marketing and technology, including Xandr, The Trade Desk, and LiveRamp.
Also noted in the release was the potential for its partnership with Twitch to develop into other areas, such as the launch of additional markets and the introduction of category-level and genre-level reporting.
Esports Insider says: Better analytics offerings equate to a more attractive product for advertisers overall. With more information to offer to potential streaming partners, virtually the entire industry stands to benefit.