Twitch CEO Dan Clancy gave an interview to Axios where he shared his thoughts about the platform. The CEO believes that the future of the platform extends far beyond gaming. In a candid conversation at South by Southwest in London, Clancy described Twitch not just as a game streaming platform but as a space for genuine, live human connection—a true asset for experimental marketing.

“The magic of Twitch is emotional transference,” Clancy told Axios in an exclusive interview. “It’s not about the gameplay—it’s about the feeling of being there, with a community you care about.”

Twitch is actively expanding its base of creators and partnerships, with Clancy leading a strategic transformation to redefine the platform's identity in the crowded creator economy and change the approach of both users and brands.

"Today's social networks are actually anti-social platforms"

Clancy believes that Twitch stands out for its ability to overcome the feeling of isolation that often arises in traditional social networks.

Q: You said Twitch is experiential marketing. What do you mean by that?


Clancy: “Most social media platforms are isolating—you’re just swiping alone. But Twitch is the opposite. You’re watching live content with others, and you’re forming real-time emotional connections. That’s the experience brands want to be part of.”

From the interview with Axios and Dan Clancy

In his view, modern marketing is not just about reach but about engagement: "It's not about inserting ads between segments. It's about making the brand a part of the shared moment."

Moving beyond the "gamer" stereotype

One of Clancy's first changes as CEO was altering the internal terminology regarding Twitch's audience.

Q: You’ve said you avoid the word ‘gamer.’ Why?


Clancy: “The word paints an outdated picture. I prefer ‘people who game.’ Gaming is just one facet. These same people are doing makeup tutorials, listening to music, cooking—it’s a full spectrum of creativity.”

From the interview with Axios and Dan Clancy

A shift in perspective on the path to becoming a tech leader

Interestingly, Clancy wasn’t a Twitch user before becoming CEO. “I initially turned down the offer,” he revealed. “I didn’t understand Twitch—I’m not a gamer.” What changed his mind? The people.

“I realized I’m the happiest working with people I like. Twitch was about connection, and my background is in community and entertainment,” said Clancy, who has a theater degree and plays music himself.

Unique advertising opportunities

Clancy believes Twitch offers advertisers something rare: emotional context. “Two-thirds of our revenue comes directly from viewers supporting creators,” he noted. “That makes ads on Twitch feel different—people know they’re helping the creators they care about.”

Twitch also offers brands the chance to be part of the experience, not just interrupt it. “We’re working with sponsors to create integrated brand moments,” he said, pointing to a new initiative where companies like L’Oréal gift subscriptions to a creator’s audience. These surprise gifts generate joy and deepen emotional ties between viewers, streamers, and brands.

Competition in the creator economy

With more platforms entering the livestreaming space, Clancy remains confident in Twitch’s edge: depth of connection. “Short-form platforms dare you to swipe. Twitch dares you to stay,” he said.

“We built Twitch to foster community. You don’t become a community by showing up once—you build it over time.”

The future of Twitch: what's next for the platform

In the future, Twitch will focus on its strongest feature—shared moments. A new pilot program allows brands to randomly align with viewer gift subscriptions, creating viral, emotionally warm moments that blend generosity with marketing. “That’s what experiential marketing is about—creating moments people remember,” Clancy said.

As the creator economy evolves, Clancy sees Twitch not just as a platform but as a digital space where authenticity, community, and commerce come together.