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Amazon.com’s Twitch, Launches Full-time Food Channel (AMZN)

Amazon.com (AMZN)

Amazon.com, Inc’s (NASDAQ:AMZN) Twitch is set to celebrate a new full-time food channel Tuesday by livestreaming a four-day marathon of Julia Child cooking shows. This comes as the video game streaming website livestreamed a marathon of how-to painting shows starring Bob Ross late last year.

Amazon.com, Inc Livestreaming 1960s’ ‘The French Chef’

Twitch is a livestreaming website purchased by Amazon.com in 2014 for $1 billion. It generates a stellar 100 million unique viewers every month, and makes its money through ads and subscriptions. The website was started for avid video gamers who livestreamed their games. Over the last year or so, Twitch has expanded beyond the video game niche.

Amazon.com (AMZN)

As part of Twitch Creative, which features artists, chefs and musicians, the website has launched a new full-time food channel. In order to celebrate the new channel, Twitch will livestream all 201 episodes of “The French Chef,” a show that began in 1963 and hosted by legendary chef Julia Child, who passed away in 2004.

The four-day marathon will start Tuesday at 5 p.m. EST. For the next 96 hours, you can learn about how to make beef Wellington, crêpes Suzette, chicken croquettes with cream sauce, peas and mashed potatoes and an array of other dishes to satisfy your taste buds.

Once the marathon is finished, the new channel will commence and feature various types of cooking and food-centric programming. The firm thinks the food channel will draw more attention to various individual food streamers on Twitch.

“As with everything we do, this really was community driven,” said Bill Moorier, the head of Twitch Creative, in a statement. “We’ve started to see a lot of dedicated cooking and food-prep channels, and wanted to be a bigger part of it.”

Many may be flummoxed by the idea that Twitch, a website that has become known as the ESPN of video games, will be broadcasting a retro cooking show. But this move is part of an initiative to expand its audience beyond gamers. Moreover, it’s meant to compete against Alphabet Inc’s (NASDAQ:GOOGL) YouTube.

Indeed, this isn’t the first time that Twitch has experimented with livestreams of vintage shows.

In November, Twitch Creative maintained a livestream of every episode of Bob Ross’s “The Joy of Painting,” a how-to art show. How well did it perform? It garnered 5.6 million unique views. Reportedly, it also created a ton of conversation in its live chat room.

Moorier believes that Ross and Child are doing exactly what Twitch producers are doing today: talk to viewers through the process and converse with them as if those people were actually inside the studio.

So, grab your kitchen knife, a cutting board, a pan and your favorite ingredients and start cooking!

How Vast Can Amazon.com, Inc’s Twitch be?

Perhaps original Twitch users may be upset by the fact that it’s turning towards other topics. However, the gradual shift could be paying off. It’s projected Twitch will be valued at $20 billion and its revenues will top $1 billion by the year 2020. It’s yet another successful venture for Amazon.com.

Twitch’s primary revenues continue to be live broadcasts and discussions about video games. But with nearly two million individual broadcasters, 8.5 million daily active users and 13,000 members of the Twitch Partner Program, it was only a matter of time until Twitch tried something new.

Similar to how Amazon.com has branched off from selling books and leading the ecommerce market, Twitch is following that same path: moving beyond video games.

Twitch is working hard to get a piece of the video-sharing market, a market dominated by YouTube. With the Google-owned platform adding an array of functions – livestreaming, on-demand access and live chat – Twitch is aping that business model.

The livestreaming of Julia Child won’t be the last time Twitch does this. It’s been confirmed by Moorier that the website is planning to license more videos featuring world-renowned chefs for its brand new food channel. The names are unknown at this time.

Amazon.com seems to love games, and a lot more.

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