Pivot · United States · 2007–2014
Twitch: the gaming corner of a lifecasting site
Justin.tv broadcast one man's life 24/7, then opened to everyone. Its gaming section grew so fast it was spun out as Twitch and sold to Amazon for about $970 million.
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
by the numbers
- Justin.tv launch
- 2007
- Twitch launch
- 2011
- Amazon acquisition (2014)
- about $970 million
What happened
Justin Kan and friends launched Justin.tv in 2007, streaming Kan's life with a head-mounted camera. They soon opened the site to anyone who wanted to broadcast live. Content was varied and hard to monetise.
Gaming streams stood out: viewers watched for hours and chatted with streamers. In 2011 the team launched Twitch as a dedicated gaming site, with tools for streamers to earn through subscriptions and ads. It grew so quickly that Justin.tv was shut in 2014.
In August 2014 Amazon bought Twitch for about $970 million in cash. Twitch became the leading platform for live game streaming and e-sports.
Timeline
- 2007
Justin.tv lifecasting launches.
- 2011
Twitch spun out for gaming.
- 2014
Justin.tv closed; Amazon buys Twitch.
what made it work
- Data showed which category had the most engaged users.
- Focused all resources on that one community.
- Helped creators earn, which brought more creators.
the lesson
A broad platform may contain one community with far deeper engagement — build specifically for it.
Apply it to your business
- 1Find your most engaged customer segment.
- 2Help the people who create value on your platform earn money.
- 3Don't be afraid to close the original product.
Laws at work in this story
Figures are rounded and drawn from public reports, company filings and widely cited coverage at the time. Check the company's latest filings before relying on any number.