In a move that is sure to have thrown most especially with the idea that the Google buyout of Twitch was all but dotted and signed, Amazon has stepped up and picked up Twitch for $970 (£585m) million in cash.
Twitch had 55 million unique visitors in July, up from 20 million in 2012. Amazon will be keep to take a slice of the digital video advertising pie, which, in the U.S. is expected to reach $5.96 billion this year, according to eMarketer.
Google declined to comment on Twitch’s sale to Amazon, which may mean no deal was on the table or that they are just unhappy they lost out to Amazon.
Twitch took to its blog site with a letter to users from CEO, Emmett Shear to explain why they selected Amazon.
Today, I’m pleased to announce we’ve been acquired by Amazon. We chose Amazon because they believe in our community, they share our values and long-term vision, and they want to help us get there faster. We’re keeping most everything the same: our office, our employees, our brand, and most importantly our independence. But with Amazon’s support we’ll have the resources to bring you an even better Twitch.
Amazon’s deal is expected to be finalised in the second half of 2014 where it will own the streaming service.