The livestreaming industry is huge. Gaming influencers have largely propelled platforms like Twitch and YouTube to become worth a staggering $124.6 billion. Brands have responded as you might expect, partnering with the top livestreamers in the world to promote everything from Reese’s Pieces to underwear.
Now, brands are perking up at new advertising opportunities with an emerging gaming platform—Mixer—which has captivated the gaming community after Ninja’s announcement that he would no longer livestream on Twitch.
A Quick Look At Marketing On Mixer: Top Mixer Stats
Mixer launched three years ago but was acquired and later rebranded by Microsoft in a bid to compete with Amazon-owned Twitch and YouTube Gaming. The platform made huge waves in August 2019 by signing on Ninja, Twitch’s long-time, undisputed king of streams. This marks the first big move that Microsoft has made to expand aggressively into the streaming market.
As Mixer looks to expand and develop its brand within the gaming community as a viable streaming platform, marketers should keep a keen eye on its marketing potential.
Below is a roundup of the 13 top Mixer stats marketers need to know:
- Time spent watching Mixer content increased 12% each month for the past two years.
- Mega-influencer Ninja left Twitch to exclusively livestream on Mixer, gaining more than a million subscribers in under a week.
- There are 30 million active viewers monthly.
- Mixer achieved the #1 ranking for non-game apps after Ninja’s announcement.
- 20% of Mixer’s users are from the U.S.
- Mixer is the 414th most popular site in the U.S.
- Average time spent on Mixer is just over 3 minutes.
- Mixer’s livestreams make up only 3% of total hours livestreamed across all livestreaming platforms.
- The top 6 Mixer streamers reach a combined 4.5 million subscribers.
- Mixer offers two different types of currencies: Sparks and Embers.
- There are more than 1,300 partners on the Mixer platform.
- Mixer’s most popular games include Fortnite, PUBG, & Minecraft.
- Mixer prioritizes digital safety compared to other leading livestreaming platforms.
13 Most Important Mixer Stats In 2019
1. Viewership Has Increased 12% Every Month For The Last Two Years
Originally released as Beam, the platform was purchased by Microsoft in 2016 and relaunched as Mixer in 2017. Hours spent watching content each month has grown nearly 17x since then, an average of 12% each month for a total of 25 months. It still has a long way to catch up to its competitors, but it’s definitely on the right track.
2. Superstar Ninja Gains More Than 1 Million Mixer Subscribers After Ditching Twitch
Ninja shocked Twitch and the wider gaming community by announcing his departure from the platform August 1. For Mixer and Microsoft, he represents a huge coup, with the streamer racking up a million subscribers on the platform in under a week. Twitch has struggled with moderating its platform, alienating fans and streamers, with Ninja himself calling them out. The tag #TwitchOverParty was retweeted 12,000 times over one weekend mid-August.
3. 30 Million Active Viewers Tune Into Mixer Every Month
Mixer has seen steady and sustained growth in the last two years since the rebrand. 30 million monthly active users are on the platform, showing that the streaming network has a substantial platform to build upon. For reference, Twitch commented that it has more than 15 million daily active users—meaning Mixer shows promise in establishing itself as a rival.
4. Mixer Was The Number 1 Ranked Non-Game App
Ninja’s announcement saw downloads of Mixer skyrocket overnight, from No. 750 to No. 1. First-time downloads doubled as it shot up the Apple’s free app chart. The platform has an increase of 2,400% in light of the news, showing that it truly pays to back your service with star talent to draw in audiences. It is unlikely to keep pulling in these numbers, but Microsoft’s tactic of getting Ninja appears to have given them a much-needed boost.
5. Users from the U.S. Account For One-Fifth Of Mixer’s User Base
U.S. users make up the biggest audience on Mixer. Twitch also has a majority American audience, though their share is significantly larger at nearly 50%. Mixer has an almost equal amount of Brazil users logging into the platform, with the UK, Argentina, and Mexico rounding out the top 5.
6. Mixer Ranks As The 414th Most Popular Site In The U.S.
Mixer has seen its stock rise significantly in August, jumping about 1,000 places in the Alexa Traffic Rankings to no. 414. This pales in comparison to Twitch, which is currently sitting comfortably as the 21st most popular in the U.S. This is a clear indication that Mixer has to be in this for the long-haul; there’s no quick route to bettering Twitch, even as the platform has had some struggles recently.
8. Of Total Hours Livestreamed, Mixer Accounts For Just 3%
This is another demoralizing figure for Mixer to swallow. Of the total hours streamed by viewers across all streaming platforms, Mixer lags well behind its competitors. Twitch, of course, leads with a huge 72%, YouTube has 20%. Perhaps worst of all, Mixer is beat out by Facebook Gaming, which has 5% of the share. Mixer can expect to overtake Facebook in the near future, but has a mountain to climb to reach the heights of the others.
9. Mixer’s Top 6 Streamers Boast More Than 4.5 Million Subscribers
Mixer’s leading streamers have more than 4.5 million subscribers between them. Unsurprisingly, Ninja leads the pack with 1.95 million, followed by Thegrefg (820K), Ship (543K), Xbox (485K), JaredFPS (377K), and Siefe (336K).
10. There Are 2 Types Of Virtual Currencies On Mixer: Sparks & Embers
Mixer has two currencies on its platform: Sparks and Embers. Users can passively earn Sparks by simply viewing streams or streaming themselves. Sparks can be used for chat interactions which include stickers, GIFs, and emojis (among others) that appear on the stream overlay. Embers are paid currency, which can be purchased and used to access premium animated stickers and full-screen effects, in addition to supporting your favorite streamers.
11. Mixer Has 1,342 Partners On Its Platform
There are currently 1,342 partners on Mixer, all of which can be found on Mixer’s website. The rules for becoming a partner are slightly easier to fulfill than on other streaming sites, meaning pathways to monetization are more achievable. It is still dwarfed by the more than 27,000 partners on Twitch.
12. Fortnite, PUBG, Minecraft Among Top Mixer’s Most Popular Games
The top games on Mixer typically mirror top games on other streaming platforms. Fortnite, the most-streamed game in the world, is the biggest game on Mixer. Other games which have seen enormous success with streaming, like Minecraft, PUBG, SMITE, and Apex Legends, are also experiencing popularity on Mixer.
13. Mixer Is Committed To Delivering A Digital Safe Zone
Mixer might not be able to find immediate outright wins in terms of viewership, but their policies regarding digital safety for their viewers, exemplified by the Streamer Review program and their prominent stance against cyberbullying, are definite wins. This a clear indication that they are attempting to address issues which have caused Twitch significant trouble recently.