2021年第三季度直播报告（英）-21页_3mb

Q3 2021 Live Streaming Report Summary

Core Content Overview

This report provides a comprehensive analysis of live streaming trends, platform viewership, and creator performance across major platforms such as Twitch, YouTube Live Gaming, and Facebook Gaming in Q3 2021. It highlights growth patterns, shifts in audience behavior, and the rising prominence of non-gaming content and emerging platforms.

Platform Insights

Live Streaming Growth Trends

• Live Streaming Growth: Despite a slight dip from Q2, live streaming viewership in Q3 2021 remains above 2020 levels, indicating sustained interest in the medium.
• Total Quarterly Hours Watched:
  • Q1: 3.6B (2019), 4.9B (2020), 8.8B (2021)
  • Q2: 3.7B (2019), 7.5B (2020), 9.0B (2021)
  • Q3: 4.1B (2019), 7.7B (2020), 8.2B (2021)

Twitch Performance

• Yoy Growth: Twitch recorded a 41% increase in hours watched, reaching 18.5 million hours.
• Diversification: Twitch has expanded beyond gaming to include music, podcasts, and sports, including the Olympics.
• Future Plans: Twitch will exclusively stream NFL Thursday Night Football from 2022 to 2032, further solidifying its position in the market.

YouTube Live Gaming

• Yoy Decline: YouTube Live Gaming saw a 12% decrease in viewership from Q3 2020, likely due to audiences returning to normal activities.
• New Creators: Exclusive streamers like DrLupo and TimTheTatman are expected to help reverse this trend.
• Content Diversity: The platform is becoming a viable destination for streamers to build careers.

Facebook Gaming

• Fastest Growth: Facebook Gaming experienced the highest YoY increase at 56%, making it the fastest-growing western platform.
• Mobile Gaming Influence: It captured over 75% of viewership for PUBG Mobile and Mobile Legends: Bang Bang.
• Creator Tools: The platform expanded features for creators, including background music and the Black Gaming Creator Program.

Creator Insights

Top Streamers of Q3 2021

• xQcOW: Most watched streamer with 49 million hours, significantly ahead of the next highest.
• Non-English Streamers: Four of the top five streamers are non-English speakers, reflecting global demand.
• Co-Streaming: Shroud leveraged co-streaming, especially for VALORANT events, to attract large audiences.

Top Female Streamers of Q3 2021

• Amouranth: Most watched female streamer with 12.1 million hours, known for ASMR and Hot Tub streams.
• Content Diversity: Three of the top five female streamers are non-English creators, and two are VTubers.
• Engagement Rates: Valkyrae had a high engagement rate of 3.30, while Amouranth had a low engagement rate of 0.01, despite high viewership.

Top VTubers of Q3 2021

• Kuzuha Channel: Most watched VTuber with 8.9 million hours, primarily playing Apex Legends.
• Game Variety: Top VTubers played at least 15 different games, showcasing a diverse content strategy.

Content Insights

Top Streaming Categories of Q3 2021

• Just Chatting: Reclaimed the top spot, with 274 million hours watched in Q3.
• Non-Gaming Content: Continued to grow, with Sports and ASMR seeing significant increases.
• Mobile Gaming: Three of the top ten categories were mobile titles, collectively reaching 812 million hours.

Apex Legends

• Viewership Surge: Apex Legends became the most watched non-mobile battle royale with 270 million hours.
• Creator Influence: The game's popularity was driven by streamers like NICKMERCS switching to it, leading to a 140 million hour lead over other battle royales.

Valorant

• Esports Growth: Valorant reached 136 million hours watched by Q3, showing a 209% growth from Q1.
• Event Reduction: Despite fewer events, the game attracted more viewers, indicating strong esports interest.

Industry Insights

• Data Analytics: Stream Hatchet provides industry-leading analytics and insights for publishers, brands, and agencies.
• Influencer Marketing: Sideqik, a sister company, offers targeted creator discovery and measurement across social platforms.
• Engine Media Holdings: Both Stream Hatchet and Sideqik are subsidiaries of Engine Media Holdings, Inc. (NASDAQ: GAME, TSX-V: GAME), offering premium social sports and esports experiences.

Conclusion

Live streaming continues to be a major force in the entertainment industry, with Twitch leading in viewership and Facebook Gaming showing the fastest growth. While YouTube Live Gaming saw a decline, it remains a key platform for creators. The rise of non-gaming content and VTubers is reshaping the streaming landscape, and Apex Legends and Valorant are setting new benchmarks in battle royale and esports viewership respectively. The report also emphasizes the importance of social reach and engagement rates for brands and sponsors looking to partner with streamers.