Amazon is adding Twitch streaming functionality to its Music app, the company said on Tuesday. This partnership between the two sister companies will allow artists to connect live with their fans on Amazon Music.
Twitch’s live streaming feature is already available on the Amazon Music app for the Android and iOS platforms. It is accessible to users of all streaming levels including Free Tier, Amazon Prime, Amazon Music Unlimited, and Amazon Music HD.
Users can follow an artist on Amazon Music and receive alerts when they go live. They can also discover live streams through the app’s new “Live” navigation page. Additionally, an artist’s profile page will also indicate if they are broadcasting live. Music artists will need to link their Amazon Music and Twitch accounts through the new Amazon Music for Artists app.
The company claims that more than 1,000 artists connected their Amazon Music accounts to Twitch from day one. Amazon Music has over 55 million customers across all streaming levels.
Amazon Music and Twitch, both owned by Amazon, have also teamed up in the past. The two companies worked with artists such as Barry Gibb, Ryan Tedder, Charlie Puth and many more to raise money for COVID-19 Relief efforts earlier this year.
Amazon Music Adds Live Streaming to Twitch
Since the COVID-19 pandemic ended in-person events, live streaming of concerts has multiplied. Since artists can’t go on tour, they’re looking for new ways to keep creating and connecting with fans. Many artists have used platforms like Twitch, TikTok, Facebook, and others to connect with their fans.
Twitch, in particular, has been strongly adopted by artists as the go-to platform for live streaming during this pandemic. According to a report from StreamElements, the Amazon-owned streaming service saw a 56% quarter-over-quarter increase in viewing hours in the second quarter of 2020.
Amazon sees an opportunity here, as integrating Twitch’s live streaming functionality into its Music app could provide artists with a larger audience, leading to greater adoption of both services. It also allows fans to watch their favorite artists perform live on the very platform they listen to their songs on.
“The combination of live streaming and on-demand playback of songs on Amazon Music is revolutionary,” said Ryan Redington, director of Amazon Music.
Upcoming Twitch live streams on Amazon Music include:
- AQ / A screening by Brandon Flowers and Ronnie Vannucci Jr. of The Killers on their latest album, Imploding the Mirage, September 4 at 1 p.m. ET (5 p.m. GMT).
- Soul singer and storyteller Nicole Atkins will host a variety series Wednesdays at 7 p.m. ET (11 p.m. GMT) with performances and interviews from friends and artists including Elle King, Cut Worms and Whitney.
- Amazon Music UK will air the 2020 Heavy Music Awards on September 3 at 3:30 p.m. ET (7:30 p.m. GMT). The event will feature performances from The Hunna, Holding Absence, Heart Of A Coward, Wargasm, Coldbones and HAWXX.
- The Capital One City Parks Foundation’s SummerStage Anywhere will air a weekly concert series on Tuesdays at 7 p.m. ET (11 p.m. GMT). These exclusive concerts will cover Latin, the world, hip-hop, jazz and more.