Twitch has appointed Christine Cassis as its new CMO, filling a role that has sat open since Rachel Delphin departed in January to become chief communications officer at Block.
Before joining Twitch Cassis lead teams at Pinterest, Reddit, Google, and Shopify. She harnesses two decades of experience, with multiple leadership roles, managing creative, communications, content and community.
Cassis took to LinkedIn to confirm the news.
“If you look at where the internet is heading, two distinct experiences are emerging,” she wrote.
“One is built around algorithmic feeds and passive consumption.
“The other is live, leaned in, and community-driven. It’s where people hang out, build community, and create culture as it happens.
“Twitch sits at the centre of that second world, and it’s why I’m proud to join the company as chief marketing officer.”
Twitch—owned by Amazon—is an online live-streaming platform. It was launched in 2011 as a spin-off of Justin.tv, and it lets creators broadcast video in real time to viewers who can interact with them through a live text chat.
The platform is extremely popular amongst 18-34 year olds. Twitch said this age group makes up 70 per cent of its audience. The platform also said on average, there are 105 million monthly visitors to the site.
Cassis gave insight into what her role will entail: “Throughout my career at Pinterest, Reddit, Google, and Shopify, I’ve had one obsession: telling the stories behind the creators, conversations, and ideas that shape the internet. Here at Twitch, I see so much of that same cultural momentum. What drew me to Twitch is that it still feels raw, unvarnished, and unfiltered. More creators, athletes, musicians, artists, gamers, and fans are choosing Twitch to build communities around the things they care about. I’m energised to help more people discover what makes this place different.
“And that’s the work ahead of us. We’ll protect what makes Twitch unique in an internet increasingly dominated by passive scrolling, help more people see the full breadth of what Twitch has become, and build a stronger discovery engine that connects the creators and communities shaping culture here to new audiences.”
The appointment follows the news of KICK opening up its social channel to advertisers for the very first time.
Twitch began rolling out video ads around 2011–2012 shortly after the platform launched, with automated mid-rolls and expanded ad incentive programs following later in 2018–2020.
