From Head-Mounted Webcam to $970M Exit: The Product Lesson Twitch Teaches Every Founder
Justin Kan wore a camera on his head for a living. That's not a metaphor — in 2007, the guy literally strapped a webcam to his skull and streamed his entire waking life, unedited, to whoever would watch. It was a publicity stunt dressed up as a startup, and it worked exactly as intended: TV crews showed up, curiosity spiked, traffic poured in.
Then reality set in. Watching someone's unfiltered daily routine gets old fast. Justin.tv, the platform born from that stunt, threw its doors open to anyone who wanted to broadcast. What followed was chaos — bootlegged TV shows, aimless lifecasters, digital tumbleweeds. But buried in that mess was a pocket of users behaving completely differently from everyone else: gamers, glued to their own StarCraft II streams for hours, day after day.
That one anomaly became the seed of Twitch — the platform Amazon eventually paid $970 million for,...
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