Platforms for Growth: How Snap, TikTok & Twitch are Shaping Digital Media

by | Jan 30, 2025 | Feature

The evolution of digital content continues at an unrelenting pace, with social platforms redefining how media companies, publishers, and creators engage audiences. At the TellyCast Digital Content Forum, industry heavyweights from TikTok, Twitch, and Snapchat provided an insider’s look at how their platforms are developing—and what it means for the media industry.

The session, moderated by Deadline’s Stewart Clarke, brought together Edward Lindeman (TikTok, Head of Publisher Partnerships and Operations, UK), Josh Bloom (Twitch, Senior Programme Manager), and Lucy Luke (Snapchat, Head of Partnerships, UK) to discuss the changing landscape of content creation, monetisation, and audience growth.

TikTok: Beyond Short Form and Into Commerce

For TikTok, the perception of being solely a platform for teenagers is outdated. “Our average user is now in their late twenties,” Lindeman revealed, noting that TikTok has become a key destination for publishers, broadcasters, and IP owners looking to engage new audiences.

A significant area of focus for the platform is TikTok Shop, an integrated e-commerce feature that allows users to purchase directly through content. “We’re building product features that enrich the onward journey after discovery,” Lindeman explained. For traditional media brands, this means TikTok is no longer just a marketing tool—it’s a revenue generator.

The BBC’s Creator Lab initiative, which helped identify emerging TikTok talent and train them for broadcast careers, exemplifies the platform’s commitment to bridging digital and traditional media. Lindeman also pointed to the surge in fan-generated content, particularly around major TV titles. “User-generated content is where we see viral movements forming,” he said, citing The Traitors, where over 13,500 user-created videos have extended the BBC series’ reach well beyond its official accounts.

Twitch: Community-Driven Engagement and the Rise of Live Content

Twitch remains synonymous with gaming, but Bloom was keen to highlight its broader appeal. “If there’s an audience for something, it exists on Twitch—whether it’s music, sport, or even niche hobbies like pen collecting,” he said, referencing the surprising success of a streamer known as Pen Addict.

One of Twitch’s unique strengths is long-form engagement. While most platforms push bite-sized content, Twitch thrives on sessions that last hours. “The average Twitch session is long, and that depth of engagement creates real connection,” Bloom noted.

However, Twitch is also adapting to shorter content formats, refining its mobile experience and making it easier for streamers to export clips to other platforms like TikTok. The introduction of Shared Chat, allowing audiences from different streams to merge conversations, also points to the platform’s commitment to fostering a collaborative, real-time experience.

On the business side, Twitch’s brand partnerships require authenticity. “Because Twitch is live, there’s no hiding behind an edit,” Bloom explained. If a brand integration doesn’t feel natural, audiences will see through it immediately. Conversely, when done right, live-streamed brand collaborations create a powerful, interactive form of advertising.

Snapchat: The Power of Daily Storytelling and Augmented Reality

Snapchat has continued its quiet but powerful expansion, particularly through its Snap Stars programme, which rewards high-performing creators for daily, unscripted storytelling. “We’ve seen a 55% increase in total watch time, largely driven by Snap Stars,” Luke reported.

Unlike other platforms, Snapchat’s content strategy revolves around spontaneity rather than polished, curated feeds. “Snap Stars post up to 100 stories a day, offering authentic, behind-the-scenes insights,” she said, citing Love Island contestant Farmer Will, who has built a dedicated following by sharing his life on a farm.

For traditional media, Luke pointed to ITV’s This Morning as an example of how broadcasters can extend their reach through Snapchat. “Alison Hammond is a Snap Star, and her behind-the-scenes content adds a new layer of engagement,” she explained.

Snapchat is also pioneering AR-driven engagement, with recent initiatives such as Channel 4’s Paralympics lens, allowing users to simulate Olympic sports. This interactive approach to storytelling is one of Snapchat’s biggest differentiators and a major driver of brand and broadcaster engagement.

The Business of Growth: Monetisation and IP Challenges

While these platforms provide huge opportunities for media owners, the question of monetisation remains crucial. Snapchat’s Stories Revenue Share programme enables Snap Stars to earn from ad placements, while TikTok Shop integrates e-commerce directly into video content.

For Twitch, the commercial model is more community-driven, with creators generating income from subscriptions, donations, and brand partnerships. However, the challenge of protecting IP remains a significant issue across platforms. TikTok’s Media Match tool enables rights holders to track and enforce copyright, but as Lindeman noted, platforms must balance “top-of-funnel exposure” with monetisation models for IP owners.

What’s Next? Looking Ahead in 2025

Each platform is preparing for further evolution in content discovery, monetisation, and interactivity.

TikTok is doubling down on fan content and e-commerce, reinforcing the platform’s role as both a discovery engine and a shopping destination.

Twitch is refining its mobile experience, making it easier for streamers to share highlights across platforms.

Snapchat is integrating new ad products and an updated user interface, with a focus on streamlining engagement.

Despite their differences, all three platforms are aligned in one crucial respect: they are no longer just distribution channels—they are revenue-driving ecosystems. For media companies, brands, and IP owners, success in 2025 will depend on understanding these ecosystems and navigating them strategically.

As Clarke wrapped up the session, he summarised the takeaway for traditional media: “The platforms are evolving, the audiences are growing—how media owners respond will define the next phase of digital content.”

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