Twitch: Employee Experience Case Study
Overview
Twitch, one of the leading live-streaming platforms, was entering a period of rapid global growth. The pace was so fast that the San Francisco headquarters was projected to be outgrown much sooner than expected. To manage space needs, the Real Estate team introduced short-term fixes, but many of these solutions created new challenges for employees and the culture.
Our research team (myself and two others) was tasked with developing insights and recommendations to help Twitch remain flexible during this expansion while ensuring a consistent, inclusive employee experience across both Twitch-owned offices and satellite coworking locations.
Research Approach
We combined quantitative and qualitative methods to understand the employee experience and growth impact:
Employee personas
Company-wide surveys
Employee journey mapping
Historical growth pattern analysis (Twitch + competitors)
Key Insights
Culture
Twitch’s culture is deeply rooted in gaming and pop culture. Their owned offices provide highly themed spaces, perks like free meals, arcades, and social events—benefits that create strong community and collaboration. However, these experiences were largely absent in coworking and satellite locations.
Growth
Unpredictable headcount forecasts led to reactive office space decisions. While flexible, these ad hoc solutions (e.g., coworking spaces, Amazon offices) diluted the Twitch experience and created inconsistencies in employee engagement.
Quick Fixes
Coworking spaces offered low-commitment flexibility but came at a long-term cost: higher expenses and weaker cultural integration.
Alienation
Employees in satellite offices reported feeling disconnected from Twitch’s identity and community, especially in Amazon and WeWork locations. This alienation eroded belonging and overall job satisfaction.
Patterns
Despite limited data, satellite offices showed predictable growth paths—either average, fast, or maturing within three years. These trends could inform a proactive, long-term real estate strategy.
Recommendations
Short-Term: “Leveling Up” the Employee Experience
Twitch Go Kit: Portable branding kits with vinyl clings, posters, and signage to transform coworking spaces into Twitch-infused environments without permanent alterations.
Twitch Loot Box: Branded swag boxes (shirts, stickers, collectibles often repurposed from TwitchCon) shipped to employees a few times per year, reinforcing pride and belonging.
Social Events: Funding for local social activities food allowances, offsite meetups, and team gatherings helping satellite employees feel connected to the wider Twitch community.
Long-Term: Strategic Growth
Transition employees from coworking spaces into branded Twitch offices earlier in the growth cycle.
Develop a scalable real estate strategy aligned with growth patterns, ensuring spaces not only meet functional needs but also nurture the Twitch culture.
Impact
By combining low-cost cultural “boosters” with a forward-looking growth plan, Twitch could strengthen employee belonging, reduce alienation, and scale its unique culture alongside its global expansion.