Dive Brief:

• Amazon has agreed to buy live video game site Twitch for $970 million, the companies said Monday.

• Twitch allows gamers to watch video games being played, something that before could only happen in groups or at the arcade. The site’s viewership, at peak times, approaches that of channels like MTV and others, according to the New York Times. Networking data company Sandvine puts Twitch as one of the 15 most trafficked sites worldwide, according to the paper.

• Google was reportedly in lengthy talks to acquire Twitch for a similar amount. Google stepped away or Twitch opted for Amazon, depending on the news report.

Dive Insight:

Amazon has an uneasy relationship with many content providers, at least when it comes to movies and books. Many see this move as the retail giant seizing closer control of the gaming medium. Others say the move is just another way for Amazon to get in front of people’s eyes by controlling as many screens as they can.