Livestreaming platform Twitch will become part of NBC’s Olympic content and coverage plan in a new partnership. Twitch will produce live content in the lead up to the games and throughout the event. According to a release, the partnership will emphasize “unique programming tailored to the Twitch community, including highlight studio shows, game-ified pre-Olympic activations, Olympic athlete interviews and Olympic-themed gaming competitions.”
Part of this programming will include the creation of several interactive features. For example, in the week prior to the opening ceremony, Twitch streamers and their audiences will keep a virtual torch running through their engagement.
The NBC Olympics channel on Twitch will host several content series throughout the games including a highlights show, streamer competitions, and live Q&As with Olympic athletes. The two companies will also collaborate on sales efforts surrounding the content.
Twitch has steadily expanded its content programming beyond video games in recent years. In 2020, the company launched a dedicated category for traditional sports content which has included broadcasts and highlights of various competitions. The platform has also teamed up with the NFL in the past to feature popular streamers such as Tyler “Ninja” Blevins providing commentary during Thursday Night Football games.
