Twitch is a place for gamers, singers, just-chatters, hot-tubbers, ear-lickers, and increasingly, brands that have no idea what any of that means. As Twitch turns 10 years old this month, more brands are starting to understand the vernacular, though. They don’t have much of a choice. Under Amazon’s tutelage, advertisers say Twitch has become a platform that’s impossible to ignore, despite its recent brand-safety hazard involving so-called “hot tub” streamers.

Read more from IPG Medialab’s Ryan Miller here.