nScreenMedia OTT multiscreen media analysis

Twitch Creative – art creation becomes entertainment

twitch creative

Twitch Creative is a platform for artists to share their abilities live with anyone interested in them and their work. In minutes an artist can sign up, create a channel and begin broadcasting their creative process to family, friends and fans around the world. This illustrates the evolution of live broadcasting into something quite unique to the web.

This idea of the creative process as entertainment is certainly nothing new. In the middle of 19th century, for example, the Royal Academy of Art in London hosted what they called Varnishing Days. Before the opening of a new exhibition artists would come in to the Academy to varnish their works and add finishing touches. Some artists, like JW. Turner, took this a step further completing unfinished works as artists, journalists and the well-healed looked on. In reality, Varnishing Days were an opportunity for artists and interested parties to get together and talk about the art, and learn from each other.

In a way, Twitch Creative is the web equivalent of Varnishing Days. Leveraging the toolkit established by Twitch, and used to such good effect in the gaming community, artists can create their own channels, and fans can subscribe to the channel and be notified when the artist is going live. As the artist creates, or demonstrates techniques and approaches, she can chat with the audience, and the audience can chat with each other about what they are seeing.

To kick off the launch of Creative, Twitch obtained the rights to all 403 episodes of Bob Ross’ The Joy of Painting shows and has been airing them back-to-back over the weekend in a marathon. By the looks of all the comments flashing by in the comments windows these shows are attracting a lot of viewers.

When Amazon purchased Twitch in August of 2014 I was mystified at the motivations of Jeff Besos for doing so. I still don’t see the synergies behind the acquisition, but am happy to see Amazon is allowing Twitch to grow and pursue businesses best suited to its platform. Twitch Creative is a great example of how any number of human activities can be of interest, even entertainment, to other people. The platform’s ability to enable thousands of micro-broadcasts, connect them to millions of viewers, and host any number of social conversations around them is unique in the web world. And perhaps that alone is justification for Mr. Besos to want to own and nurture it.

I expect Twitch Creative is just the first expansion of many for the company. It exemplifies the evolution of broadcasting into something unique to the web, which Herve Utheza calls broad-net-casting. I will be publishing his post on this topic later this week.

Why it matters

The web is beginning to transform and democratize live broadcasting into something unique to the web.

The tools to launch thousands of micro live broadcasts, and reach the audience anywhere they may be enables any human activity to be transformed into an entertainment for others.

Expect to see this broad-net-casting approach to be applied to many more interests in the near future.


One Comment

  1. A nice application of broad-net-casting indeed.
    At the other end of the spectrum, there is also premium content live OTT
    The point of “broad-net-casting” is the deconstruction of the video delivery experience from a formatted model, to a model where the relationship between the “producer” and the “viewer” becomes a 1:1 relationship, at scale.
    More soon 😉

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