Why Amazon is bringing Twitch’s most lucrative parts deeper into the Amazon Ads fold

A decade after acquiring Twitch for $1 billion, Amazon is looking to bring the livestreaming platform deeper into the fold — or parts of it, anyway. 

At the moment, Amazon appears to be picking apart Twitch, with an eye toward potentially transplanting its most lucrative assets elsewhere in the company. The process has left some observers wondering what the value of the actual Twitch brand might be for Amazon in 2024.

When Amazon acquired Twitch in August 2014, the livestreaming platform largely justified its billion-dollar price tag for three reasons: its role as the central hub for the online gaming and streaming community, its uniquely powerful livestreaming infrastructure, and its ability to serve advertisements to gamers at scale. (Twitch representatives declined to comment on this story.)

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