Daily Insights

Where Have All the Good Men Gone? To Video Streaming Sites

By: Andrew Marder | Sep 23, 2019

Marketers attempting to reach young men often feel like they’re living on Themyscira, Wonder Woman’s home island inhabited exclusively by women. A minority of Gen Z and Millennial men watch network or cable television or read print magazines, and so marketers can’t effectively find them on traditional channels. To reach them, focus on digital marketing channels.

Men are the primary audience of video game streaming platforms. 80% of viewers on Twitch, Amazon’s video game streaming platform, are men. 54% are men between the ages of 18 and 34. Marketers hoping to engage this audience should go where they are.

Yet do so carefully. Authenticity is the second-highest ranked value for Gen Z and Millennial men, according to the Gartner Consumer Values and Lifestyle Survey, 2018. Brands that insert themselves into the gaming scene with no clear connection to that lifestyle could be seen as inauthentic.

Brands must be aware also of the culture of video game streaming that is part competition and part performance. Video streaming stars often cultivate conflict as a way to attract viewers. This combative approach likely draws the attention of young men because they value confidence and adventure higher than women do and compassion lower. Yet brands can be damaged if they seem too closely aligned with a streamer embroiled in controversy. Choose your ambassadors wisely. And when leveraging conflict as a marketing technique, do so with low-stakes issues that keep the tone playful.