Twitch now commands 61% of the global live-streaming market, driven by a mix of professional esports broadcasts, casual gaming streams and community events. Its growth reflects a shift in consumer viewing habits toward interactive, real-time content. In 2014 Amazon acquired Twitch for $970 million, aiming to enter the live-streaming market. Since then, the platform has expanded its user base significantly, evolving from 55 million monthly viewers at acquisition to 2.5 million concurrent viewers by 2024. The platform generated $1.8 billion in revenue in 2024 through advertising, monthly subscriptions, virtual currency sales and game promotions. This revenue contributes to Amazon's broader ad business and helps offset AWS hosting costs. Twitch benefits from AWS hosting, which reduces streaming costs and improves reliability, while Amazon Prime subscriptions include free games and channel subscriptions. This integration deepens user engagement and drives cross-selling opportunities across Amazon's services.