MotoAmerica Should Be On Twitch
The motorcycle industry has a challenge. The challenge is to get more young riders in the pipeline. All brands today are after the elusive Millennial and younger demographic, but how do you reach them? Esports is on the rise and streaming platform Twitch has a captive audience.
Twitch is a service which allows players to stream themselves playing video games live. You may think that sounds crazy but Amazon purchased them in 2014 for $970 Million and viewership has been on the rise ever since. In January of this year the daily viewership of 962,000 people put in the ranks of CNN, MSNBC, Fox News, and ESPN.
“For comparison, 2017 total day viewership for Fox News Channel and ESPN was ~1.5 million, MSNBC was 885,000, and CNN was 783,000,” Macquarie Capital analyst Ben Schachter points out in a recent note, “putting Twitch squarely among the most-watched US cable channels.” – Bussiness Insider
March 14th of this year Twitch streamer Ninja played online battle royal game Fortnite with music star Drake and broke the streaming record for Twitch with more than 600,000 people tuned in at once, smashing the previous record of 388,000. Drake tweeted to his over 36.8 million followers. (see full GeekWire article here)
So how does this fit into MotoAmerica? In 2017 McLaren held an online racing competition with over 300,000 participants. The top winners competed to be the 2018 McLaren official simulator driver for the F1 team. Rudy van Buren, a former Dutch Karting Championship in 2003, won the spot and through Esports gained a second career in racing. (see full ESPN article here)
“You search for a replacement because you’ve still got that racing feeling inside you. You want to go on but there’s no option or route available. That burn inside to win, doing a lap quicker and quicker, lap after lap, it’s a feeling that you can’t express.” – Rudy van Buren
Esports and Twitch could help MotoAmerica and other US motorsports( American Flat Track, NASCAR, etc) reach more eyeballs and add tremendous value for the race teams and sponsors. Each rider and team could have a live Twitch feed from the pits and fans could not only learn about the sport but build communities and fans around the globe. Tip for the riders, companies like Hookit are developing tools to measure your marketing and influence value, one way to grow that value is to get on Twitch and play games with your fans and build your following. The NBA isn’t waiting and already has an NBA 2k Leauge in the works.
NBA Commissioner Adam Silver has kept one eye on online gaming with good reason – there are an estimated 130 million competitive gamers who also watch gaming online, and esports is a huge growth market currently worth one billion dollars a year globally.- Reuters
Europe is ahead when it comes to ESports and I bet there is someone at MotoGP working on a strategy right now. So put your old views of TV distribution aside, take a look at Twitch and Esports. It’s all a race for viewers and engagement so drop a gear and head for that top podium spot.