Amazon-owned live game streaming platform Twitch is upping its own video on demand and programming game with its newest hire — Michael Aragon as SVP of Content. Reporting in to CEO Emmett Shear, Aragon leaves his General Manager at Ellation’s VRV, a gaming and genre streaming brand he helped launch last year, and will now run Twitch’s various video initiatitives. Among them are Twitch Studios, development, content marketing and business partnerships.
It’s a big job for one person but Twitch and Aragon are actively staffing up to support Twitch’s video plans.
“We are actively looking for great people across the entire content team as our growth plans continue to drive us forward,” Aragon told VideoInk. In addition, we are looking to continue expanding our international presence as we see incredible growth in countries like Korea, Brazil, Japan, and parts of Europe.”
The company is also hiring across engineering and programming divisions for support on its video-on-demand, VOD, products. Earlier this year, Twitch announced its own HTML player and expanded functionality for VOD including VOD Upload and Clips.
For a global platform like Twitch, that is predominantly male and primarily focused on esports and live gaming, expanding programming under Twitch Studios that captivates new audiences hasn’t proven entirely unsuccessful. Last year, the streaming company re-released Bob Ross’s famed PBS painting how-to series and similar how-to cooking format Julia Child’s “The French Chef.” The two formats served as experiements based on cult DIY / how-to communities already forming on the platform.
So Aragon’s hire could mark an important moment of expansion for Twitch — from gaming deeper into other verticals like food, DIY and general entertainment.
“In terms of expanding our content, we are still looking to our community and media partners for content that is adjacent or relevant to our core audience,” said Aragon. “My goal is to foster the growth of content for Twitch’s core video game audience, while nurturing the communities that have expanded the platform’s boundaries beyond gaming. We’ll also be testing the water with content produced by Twitch Studios that focuses on cool things happening within the Twitch community.”