Twitch partners with Comscore for ad measurement

Amazon-owned game streamer Twitch has signed a partnership with measurement company Comscore.

The deal adds tagless audience reporting of Twitch livestreaming, including gaming and esports insights, to Comscore digital audience solutions, which the measurement firm says will provide “a complete, unduplicated view into digital consumption behaviors”

Comscore will integrate Twitch video metrics such as minutes spent and content minutes per ad minute. The company said that this allows it to measure and represent a “key part” of the livestreaming, gaming and esports industry.

The deal promises to provide advertisers with an enhanced ability to understand Twitch livestreaming video consumption habits, engage directly with key audience segments and make better campaign decisions.

While the deal initially covers the US and Canada, Comscore also said that it will expand

the integration with Twitch to other areas, such as the launch of additional markets and roll out of category- and genre-level reporting.

Carol Hinnant, chief revenue officer at Comscore said: “Our new partnership with Twitch is more proof of Comscore’s dedication to innovation within audience measurement and across screens. In a time where gaming and esports are gaining momentum, our partnership will ensure the industry can understand consumption and take advantage of trends in this space.”

Esports is becoming an increasingly lucrative market, with it being revealed that users spent  more than 475 million hours watching League of Legends in 2019.