The Challenge
Most Twitch viewers clearly loved the platform, but they weren’t making transactions. In fact, 92% of users had never made a purchase.
But the opportunity lay in those that had transacted at a smaller scale. Some viewers were buying Bits, a micro-currency, to support and tip streamers, but these were small, one-off interactions. The challenge was to turn those fleeting moments of support into longer-term, higher-value subscriptions.
Our Approach
We started by looking closely at viewer behaviour. It was clear that people who’d bought Bits once or twice showed intent to support creators – even if they hadn’t subscribed – and despite the audience size being a fraction of those that has never transacted, this represented a far greater immediate revenue opportunity.
So, we built a Bits-to-Subs CRM programme designed to nudge those viewers toward higher-value engagement, by:
- Segmenting audiences based on Bits purchase behaviour
- Triggering personalised CRM messages promoting subscription benefits
The idea wasn’t to push subscriptions to anyone and everyone – only the viewers already showing signs they might convert.
The Impact
The shift from micro-support to subscriptions delivered real platform growth.
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More subscriptions meant stronger creator relationships, deeper viewer engagement, and more sustainable platform revenue.
Real-world Takeaway
Often the most valuable customers aren’t derived from the largest audience – they’re the smaller communities already leaning in and showing small signs of loyalty. CRM just needs to recognise the signal and act on it.
