2022

Leading Cultural Change

Research and best practices on
advertising in emerging culture.
Gen Z are different
from Millennials
in the same way that Millennials are
different from generations before. In
order to reach these young adults, who
are increasingly the deciders of change
and what’s in vogue, it’s time to think
differently.

To better understand how advertisers

can add value and maximise their
impact amongst this generation that
make up the bulk of Twitch’s audience,
we conducted a global research study
featuring a combination of semiotic
analysis, online community research, a
global survey and virtual focus groups.

The results showed that Twitch is a

place for everyone, and that includes
brands. However, to reach this
powerful new generation brands need
to understand their values and
behaviours, and communicate with
them in a way that reflects these,
authentically.

In a world where culture is changing,

fast, it can be difficult to keep up and
to know the rules. This report dives
into why advertisers need to
understand this challenge, what they
need to do and how best to do it.

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Change driven by our
youngest generations
Throughout history, the youngest This is the reason we are seeing
demographic with purchasing power shifts by large technology
are on the whole the ones that companies, such as Facebook’s
create the largest behavioural shifts multi-billion dollar rebranding to
in society - whether that be Rock ‘n’ Meta. Social media agencies are
Roll, environmental awareness, looking to reach a new, emerging
social media use or the latest audience that has existed in this
fashion. The latest generation to online universe of content, gaming
enter the limelight, Gen Z, have not and connection, or in other words
disappointed us, sending skinny on Twitch, for years.
jeans and side partings packing
whilst middle partings, baggy jeans
and Y2K fashion come to the fore.

However, it’s not just fashion,

politics or music in which we see
change. We are at the start of the
next big upturn when it comes to
media. Increasingly, consumers are
moving away from individualised
social amplification that social media
provides, to a more community-
centric, connected, decentralised
experience. The type of experience
that was born in gaming
environments but has now
broadened across content and
culture.

@ahope94
Millennial Gen Z

Source: Unsplash, Images by Lewis Parsons & Mick Haupt. Photographer of ‘Make Love‘ unknown. Cody Ray Slaughter as Elvis from elvis- 3
news.com. Shutterstock – Image ID 1338120284. Image from Roblox
 The power of Gen Z
Forming a large part of this emerging audience is Gen Z: the newest
trendsetters coming of age. They are the latest generation to enter into
the spotlight and are ready to start exerting influence, emerging from the
pandemic as the new ‘it’.

Gen Z are and will continue to be behind social change and conversation
for the next 15 years. In a little over a decade, they will have taken over the
economy.

Brands must build a relationship with this audience now to have the right
and opportunity to engage them in the future. Now is the time to build
lifetime value.

Currently earn

Double an estimate
from three years ago
$360 billion
In disposable income

2.5 billion $33 trillion Representing

by 2030 of the
Currently ages 10 - 25 world’s income
1997 2012

Source: GWI, Q4 ‘20 – Q3 ‘21. Global. Bloomberg, 2021; Business Insider, 2021. 4
 Introducing

Twitch is at the forefront of the

movement to reach this new
emerging audience. We call them
‘Generation Twitch’ and they span
Millennials, Generation Z and
Generation Alpha. It’s an audience
who have grown up in a digital world
and have, for the most part, always
been connected.

Digital environments such as Twitch

are their playground. They expect
their social experiences to be
dynamic, in real-time and collective.
It's no coincidence that games such
as Fortnite are booming and there is
so much talk of the ‘metaverse’. With
our origins in gaming and as the
founders of livestreaming
technology, Twitch is ahead of the
game with its ability to reach this
generation through interactive live
communities at scale.

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Methodology
To better understand how advertisers and how we as Twitch can add value
and maximise impact amongst Generation Twitch, we conducted a global
research study which included:

The Point Sign Salad

A global insights agency based in the UK, A cultural insight
specialising in gaming, entertainment and agency, specialising in
VOD. semiotics and language
analysis.
The research utilised both qualitative and
quantitative research techniques.

Semiotic Review
Exploration of emergent
codes in entertainment &
shared experiences

Locales
Online Research Community
Exploration of personal UK | US | DE | BR | JP
relationship to Twitch and
brand activity on Twitch

Creative Focus Groups

Deep dive into possibilities Twitch
offers to brands and advertisers
through the eye of the consumer Locales
UK | US | DE | BR | JP | FR | IT | ES | AU
| KR | TH | TW
Global Survey
Validate the qual findings to provide
data points, narrative confidence
and an expanded locale set
*Twitch Research Power Group is Twitch’s 1st party survey panel

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Introducing Semiotics
By conducting semiotic analysis we can better understand the cultural
experience of Generation Twitch.

Semiotics is the study of how an idea This is particularly important when

or object communicates meaning, communicating to an audience at the
what meaning it communicates and leading edge of culture, such as
how this meaning changes over time. Generation Twitch.
It helps advertisers ensure that
It is a powerful tool in creating
intended meanings are unambiguously
awareness, driving brand association
understood. This is done by taking a
and building brand values that will
step back from looking at the
consumer alone and analysing wider make an impact: brands that keep their
finger on the pulse of cultural change
culture. Whilst traditional market
see the best business results.
research asks consumers for insights,
Semiotics can guide brands on how to
semiotics examines cultures to
build a relationship with this audience
discover signs and symbols that act as
cultural triggers. now to have the right and opportunity
to engage with them over time.
It is the perfect tool for understanding .
a generation that speak in memes,
GIFs and emotes.

A deep understanding of semiotics

not only enables advertisers to better
follow cultural change, it can also
empower advertisers to lead cultural
change.

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Speaking the language of Generation
Twitch
To stay up to date, brands need to speak in a way that emerging audiences
will understand, but, the way meaning is communicated and understood
changes over time with each new generation.

Here’s an example
comparing Gen X, Millennials
and Gen Z. On the top is
abbreviated ‘text speak’
used by Gen X but avoided IDK! THX! TY! Thnx! K thx bye.
by a majority of Millennials. In Gen X
OMG! HAHA! LOL!!
the middle is the yellow
‘crying with laughter’ emoji.
It is an unironic use of emoji
and to Gen Z it’s a clear
indicator that the user is a
Millennial
Millennial. On the bottom is
the skull, which to Millennials
or Gen X means ‘death’ or
perhaps ‘danger’, but to Gen
Z it is used ironically to mean Gen Z
they are ‘dead’ from
laughing too hard.

Source: Sign Salad Ltd. The Drum, The Importance of Semiotics in

Branding, 2022. Images from http://emojipedia.org/ 8
The importance of context
As important as the language or symbol, is context. We’ve all seen advertising
examples where the messaging is confusing at best and offensive at worst. If the
symbol a brand uses is placed in the wrong context, it can take on an unintended
meaning and have unexpected consequences. The real meaning can be lost
between generations as the symbol takes on a new, emerging meaning.

really gotta teach my parents how

to use emojis

Images from Twitter @kobzilla_001 and reddit.com u/Shoe_Bum_

Source: Sign Salad Ltd.; GWI, Q4 ‘20 – Q3 ‘21. Global,

Generations; Mamamia, Gen Z – Millennials, 2022. 9
When done well, meaning is
conveyed easily and effortlessly
A huge part of why different
generations communicate meaning
in different ways is due to the
growing influence of technology.
Gen Z and Gen Alpha grew up with
smartphones and the internet which
has in turn impacted the way this
generation communicate, engage
and convene - they are creative with
their digital communication and
memes form a huge part of their
culture and humour. This has been
catalysed by the pandemic.

Today, Gen Z are the masters of

conveying meaning easily and
effortlessly through a variety of
images, symbols and signs. When
understood, brands can also
leverage this communication form
bringing evolved humour,
personalisation and creativity to the
table.

In order to resonate authentically

with this generation, brands need to
understand the rules.

Images from Times-Union Media and KnowYourMeme.com 10

Forget what you think you know
As a brand or even for anyone that isn’t part of the ‘it’ generation, it can be
difficult to understand the rules. In part because they keep changing. One minute
it’s crying laughing emoji and the next it’s skulls! It can be hard to keep up, but to
communicate with Generation Twitch, brands need to understand them. Those
that can, create messages that resonate with emerging audiences. They go
beyond past and present cultural behaviours, looking towards the future. It is
these brands that will be able to lead cultural change, acquire new customers and
ultimately grow.

Brand Growth - $

Brands who understand

emerging audience behaviours

Brands relying on residual

cultural behaviours

Cultural Change

Source: Sign Salad Ltd. The Drum, The Importance of Semiotics in Branding, 2022. 11
 Working with a cultural insight agency, we explored the behaviours and
meanings behind key Generation Twitch communication lenses:

Gaming | Livestreaming | Live Experiences | Shared Experiences

Our research helped us to understand the real meaning, through semiotics, of

the dramatically changing cultural contexts of these emerging demographics,
and to establish a cultural framework around which meaningful engagement
can be achieved.

From Present to Emerging

Through our research we discovered five behaviours that capture the way
Generation Twitch communicates. We found a set of established behaviours that
are no longer driving cultural change that will soon be replaced by a new set of
emerging behaviours that better reflect the experiences and cultural
understandings of young adults who are now taking centre stage.
Previous/
present

Curated Fixed Exclusive Passive Disengaged

Emerging

Authentic Fluid Inclusive Collaborative Purposeful

Source: Newzoo, Regional Global Game Revenues, 2021. Images from Pokimane, Fortnite, CodeMiko, PokimonGo, LoL,
Balenciaga, Beat Saber VR & NikeLand. 12
Want to learn more about these
emerging behaviours? For the full
research, please get in touch with
your local representative.

Brought to you by the Insights,

Marketing & Brand Partnerships
teams at Twitch:
Alex Maguire, Kay Taylor, Adam Harris, Paul
Nesbitt, Fran Cowan, Irene Siah, Dave Furby,
Joshua Penacerrada, Kierra Bannister, Katy
Motley, Kim Rudolph, Michele Johns, Andrea
Garabedian, Cheeri Leo, Manaswi Thota, Sam
Ho, Robert Norman, Leonie Segineua, Philipp
Rogmann, Sallyann Tingle, Kathryn
Schoeberlein, Leonie Seguineau, Winstonn
Tubbs, Esabelle Koh, Sabina Szczepaniec,
Annie Fong, Kerry Stark, +more

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