Diversity in Gaming and Livestreaming is a 2022 research study carried out by the Twitch Ads marketing and insights teams. Working with sparks & honey, we used qualitative and quantitative research methods to explore the lived experiences of various identity groups within the gaming and livestreaming worlds. The goal of this is to educate advertisers, spark conversations, and guide the industries towards a more positive, representative, and inclusive space for all gamers.
Between October 2021 and June 2022, Twitch Ads worked with cultural intelligence consultancy, sparks & honey, to conduct a qualitative and quantitative research study focused on diversity, equity, and inclusion within gaming and livestreaming. Using a thorough examination of relevant micro and macro trends, cultural signals, 60 hours of interviews, and 4,000 survey responses from the gaming and livestreaming community both on and off of Twitch