#96 - Andrea Garabedian from Twitch (English Original Version) | #retailmediaspezial

Jun 30, 2025

19:11

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In this special English-language episode of wieCommerce?, we're joined by none other than Andrea Garabedian from Twitch.

Andrea was among the first 50 employees at the iconic live-streaming platform, now part of Amazon, and brings a wealth of insight from the early gaming days to today’s dynamic and diverse Twitch universe.

Recorded live at the Cannes Lions Festival 2025 in the Amazon Content Creator Studio, Max – together with Amerge CEO John – dives into an engaging conversation with Andrea about Twitch's evolution, the power of the “Just Chatting” category, and how both creators and brands can harness the platform’s potential.

Plus, Andrea shares her favorite streamers and gives us a peek into what’s next for Twitch.

Tune in and enjoy the conversation!

Chapters

(00:00) Welcome

(01:57) Introduction to Twitch

(03:50) Popular content on Twitch and how brands can leverage them

(06:01) How Twitch helps with customer acquisition

(07:17) Twitch initiatives for Europe

(08:54) How brands get started on Twitch

(10:17) Monetization and advertising opportunities for creators

(11:35) Andrea’s favorite streamer

(12:41) Product updates and upcoming Twitch features