To identify priority partner categories that Twitch would aim to increase its user base.
To identify partner marketing categories for Twitch, it would make sense to find areas other than video game streaming that interest Twitch's audience.
By adopting that strategy, Twitch expanded into streaming entertainment. Now, Twitter has more average users in those categories as compared to several cable networks.
Twitch's marketing team found that its audience was also interested in several other categories including "anime, vlogging, comedy, and the creative arts."
By finding overlapping interests, not only can Twitch expand the avenues for their existing audience, but it can also attract audiences from those categories.
Another example of overlapping interests is Twitch's partnership with Teespring, a platform that allows creators to design and sell merchandise. Twitch users can browse merchandise without leaving the Twitch page.
While Teespring benefits from Twitch users browsing their channels, the creators from Teespring encourage "their fanbase to subscribe to their Twitch stream with the promise of access to exclusive 'subscriber-only' merch, something that has not previously been possible.
Only the project owner can select the next research path.