Amazon's Twitch CEO says he avoids word "gamer"

What they're saying: "They also put on makeup. They also eat food. They also like to listen to music ... So, I use the term people who game, because I think that term gamer gives you the wrong image of who these people are," Clancy said at an Axios event in Cannes on Tuesday.

Zoom out: While Twitch is often described as a livestreaming platform for gamers, Clancy said the company's core offering is "about connection with other people and community."

• Clancy said other platforms misuse the word community and apply it to asynchronous commenting on videos, while also trying to increase the amount over overall video consumed; "One thing that I often say is: today, social media actually is anti social."
• Twitch, he argued, does a better job by encouraging viewers to stay longer and participate, which builds a stronger connection.
• "When you think about the communities you belong to, whether it's a church, whether it's a running club, whether it's a friend group, whatever, it's actually all about shared experiences, and it's all about synchronous interaction, where you're experiencing at the same time," Clancy said.

The big picture: Amazon-owned Twitch can broaden its appeal to brands and advertisers by highlighting its engaged audience.

• "One thing that many people don't realize is two thirds of our revenue comes directly from our viewers supporting the creators that they love," Clancy said.

What to watch: Twitch is testing sponsored subscriptions, where brands can support promotions of recurring and gift subscriptions to creators.