Amazon is using its subsidiary, Twitch, to push Amazon Original Series content in front of a new audience. The trillion dollar company leveraged Twitch streamers to host watch parties for the new show Utopia as both the streamer and viewers watched, reacted, and interacted with the plot live on stream. This innovative campaign to target new markets and increase reach seemed to work as the watch parties generated over 532K hours watched last week while hitting a peak concurrency of well over 100K viewers. Amazon sits in the unique position to explore more creative opportunities using Twitch and its streamers so we may see more original campaign activations in the near future.
– DrLupo had the highest peak of all of the Utopia sponsored segments with 108K viewers.
– TSM chocoTaco averaged 73K viewers and generated over 195K hours watched over the course of his watch party.
– Amazon also held a similar, smaller campaign for their show All In: The Fight for Democracy on Neeko’s channel which accumulated over 37K hours watched.