A new study shows that users not only have high purchasing power, they are receptive to advertising on the platform.

IPG Mediabrands’ media investment and intelligence company MAGNA and UM have delved into the rise of livestreaming with a study on Twitch users called Demystifying The Modern Twitch User.

Before March 2020, 83% of Twitch users signed on to the platform at least once a month. Since the start of the pandemic, users say they log into Twitch the same amount or more often. When life returns to “normal,” 84% of Twitch users are likely to continue using the service.

Twitch users are not limited to younger age groups, with 33% being parents and 50% are homeowners. They are employed (79%) and very tech savvy (52%). Looking at the household income of Twitch users shows that 27% have incomes of $100,000-plus compared; 43% report an income of between $50,000 to $99,000; and 30% have $50,000 or less.

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