Twitch is just another piece of the video content portfolio at Amazon’s upfront debut

Amazon spent the bulk of its May 14 upfront presentation showcasing its massive and still-growing content portfolio — but for the most part, Twitch was absent from the proceedings. The few times Twitch was mentioned, it was framed as more of a brand for gamers than a major streaming platform in its own right, providing a window into Amazon’s changing approach to the service.

Twitch came up exactly three times during Tuesday’s upfront presentation, which was Amazon’s first-ever television upfront. Two of those times were in passing: there was a slide of celebrity presenter Keke Palmer streaming on Twitch, as well as a snippet of a Twitch stream included amid a slideshow of other Amazon properties such as “Lord of the Rings: The Rings of Power,” “Thursday Night Football” and “The Boys.”

Fleeting as it was, the latter mention provided some insight into the way Amazon is increasingly approaching Twitch as the gamer-oriented facet of its broader video content portfolio as the company looks to become more attractive to brands. Instead of meriting its own upfront presentation as an advertising platform for brands looking to reach gamers, Twitch is another piece of inventory underneath the Prime Video umbrella.

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