Twitch (also known as Twitch.tv) is a live streaming video platform owned by Amazon.com Inc. Introduced in June 2011 as a spin-off of the general-interest streaming platform Justin.tv, the site primarily focuses on video gaming, including playthroughs of video games by users, broadcasts of e-sports competitions, and other gaming-related events. Content on the site can either be viewed live, or viewed on an on-demand basis. The popularity of Twitch would eclipse that of its general-interest counterpart; by mid-2013, the website had amassed an average of 43 million viewers per month, and by February 2014, it was considered the fourth largest source of peak Internet traffic in the United States. At the same time, Justin.tv's parent company was re-branded as Twitch Interactive to represent the shift in focus – Justin.tv was shut down as of August 2014. In September 2014, Twitch was acquired by Amazon.com for $970 million.