By Sahil Patel
Gaming is big on the web. If you want proof, just look at who the top creator on YouTube is, PewDiePie, the first creator/channel to break the 15 million subscriber milestone on the world’s biggest video site.
One of the largest multi-channel networks on YouTube, Machinima, is also entirely devoted to gamers and the “fanboy” community. Now, in an effort to expand its distribution, Machinima is partnering with the Twitch, a live-streaming video platform for gamers that claims to reach more than 45 million uniques per month.
Per the deal, Machinima plans to develop and distribute existing and new programming to Twitch, including live and eSports content.
With Twitch being a live-streaming platform, live seems to be the key element of this partnership. Machinima says it will offer a “wide variety” of live daily programming on its channel on Twitch. Some of these live shows will feature Machinima’s in-house talent, while the company will also look to develop “more than a dozen” new shows.
In addition, each month the Machinima channel on Twitch will feature one “tentpole” event, from gaming tournaments to coverage of awards shows and other relevant events. For example, this week the channel is live-streaming Machinima’s annual “Call of Duty: Ghosts” gaming marathon.
At the same time, the deal won’t preclude Machinima from streaming its stable of original live-action, comedy, and animated series on its Twitch channel. Generally this type of content, which is available on Machinima’s Prime, Happy Hour, Respawn, and Realm channels on YouTube, will air during the weekends on Twitch.
“This partnership is a huge step forward in extending Machinima’s reach to other platforms to ensure our audience can consume our programming where and when they want it,” said Allen DeBevoise*, CEO of Machinima, in a statement. It should certainly help, as both Machinima and Twitch are big online/entertainment brands for the same community. Machinima says it currently reaches more than 203 million viewers every month, generating over 2.4 billion video views. The network did recently take a hit though, falling out of the comScore top 10 for YouTube channel partners.
No word on whether Machinima’s roster of creators will have access to this increased distribution.
Though if Machinima’s ambition is to join the likes of Netflix and HBO, the ability to offer live content, which offers the scarcity and audience that advertisers love, is a good move.
* Allen DeBevoise is an investor in VideoInk.