Twitch
2024 Recap

The largest live-streaming platform on the planet has over 65M daily active users and thousands of hours of content streamed every minute. How do we editorialize an entire year’s worth of data, events, clips, news, and more.

The goal was to drive virality in the product and launch strategy to break through the “Bubble of Twitch.”

Graphic with large purple text displaying the year 2024, and subtitles in orange, white, and green showing Twitch chat recaps from recapped users.

Strategy: use social media to troll other brands’ recaps and tease our own.

Trolling Spotify

Bright yellow background with pixelated blue and purple border, text in bold black reads: 'February was your Pop Country Gamer Girl Crossover moment. Slayoncé pretended to be a Twitch streamer for, like, 3 seconds during a Super Bowl commercial. 2024 according to Twitch Chat'.
Black background with pink and red geometric patterns along the top and bottom edges. White text in the center reads, "July was your Feral Fight Fanatic faze. Ibai set a new world record reaching 3.8 million viewers during his annual boxing event, La Velada del Año 4." At the bottom, there is a small Twitch logo with the text "2024 according to Twitch chat."
Red background with pixelated green and black blocks along the top and bottom edges. The text states, 'September was your ohmigodthappo-isblowingup moment. No one could get enough of Moo Deng, but only SharpBalloons could do this. 2024 according to Twitch Chat.'

Then Google’s Year in Search

And finally trolling Time’s Person of the Year with anything BUT person of the year.

A gorilla with a serious expression is sitting at a steering wheel, with a colorful background and the Twitch logo above it. The text reads "Orangutan of the year" and a URL at the bottom.
Pink-haired anime-style virtual character with cat ears and purple eyes, wearing numerous colorful pins, badges, and accessories, with a Twitch logo in the background and the text "Demon Queen of the Year."
Person in a banana costume with glasses, speaking into a microphone, with a Twitch logo in the background and the text "Banana of the Year".
Shang Tsung from Mortal Kombat as a teaser for a Twitch event, with a dark background, glowing skull, and purple Twitch logo, framed by a purple border.
A digitally created chicken with a human-like face in front of a colorful background. Text overlay reads "NPC of the Year tWitch." A purple label at the bottom says "The Chicken From Fallout."

Social teaser

Times Square Billboard

Graphic with Twitch branding, large text '2024' and smaller text 'According to Twitch Chat', featuring animated clouds, purple dripping cube, purple pixelated cursor icon, a live button, and icons labeled Viewer, Streamers, and Community. The design has a dark background with neon accents.
A colorful infographic showing streaming statistics, including hours streamed, total streams, distinct days streamed, and total hours watched, with playful graphics of a microphone, skull, headphones, and cartoon hand.
A colorful infographic titled 'High Scores of the Year' displays statistics for a social media channel, including 59,112 new followers, 11,029 new subscribers, 5,250 total subs gifted, 150 hype trains, $48,100 raised for charity, and 158,250,119 points spent in the channel, with playful mushroom and coin graphics around the data.
A social media summary graphic showing Twitch streamer recap with statistics: 59,112 new followers, 11,029 new subscribers, 159,332 total hours watched, top categories including Baldur's Gate, Starfield, Just Chatting, Super Mario RPG, and The Legend of Zelda, 33,105 total chats sent, 298 total streams, 1,151 clips, and one top channel emote. The background is black with colorful sections and a purple Share button at the bottom.
A colorful digital infographic celebrating Twitch's 2024 top tags and statistics, featuring sections on popular tags like Chill, ADHD, Anime, and Pokémon, along with big viewer numbers for live streams, now streamers, and hours watched, all set against a vibrant purple and black space-themed background with animated sparkles and gaming icons.
Three colorful digital screens displaying gaming and streaming statistics, including categories of the year, games of the year, and standout streamers, with gaming controllers and animated decorations.
A digital collage of social media posts and artwork celebrating popular culture, including a post-apocalyptic video game called Fallout, Twitch streamers, anime-style characters, animated characters, and a dog with a bright star-shaped spark. The collage features vibrant colors, animated graphics, and text highlighting views, followers, and awards.

RESULTS

The product was a huge success.
Twitch 2024 Recap had over a dozen press stories,
9M+ views,
1,000,00+ shares,
all of which far surpassed expectations.


It also reached the top trending topic on X. Or Twitter. Or whatever it is now.

Screenshot of a social media trending topics list with hashtags #ThePlaybook, #TwitchRecap, $CUTO, #HumanRightsDay, and Nikki Giovanni, showing categories, post counts, and trending tags.

Creative Team

Jake Kahana, Lead Product Designer
Adam Szajgin, Executive Creative Director
Jay Wee, Creative Director
Syd Pellegrini - Writer
Jae Yoo, Motion Graphics