Twitch, the massive gaming streaming service, has rebranded its parent company Justin.tv to the more recognizable Twitch Interactive.

"As Twitch has continued to grow as the leader of the video game streaming space, it has eclipsed our previous initiatives. Given our total focus on serving the gaming community it makes sense to reposition it as our primary brand," said CEO Emmett Shear.

"Seven years ago, Justin.tv pioneered live video on the Web, and while I remain proud of all the work we did under that name, I'm even more excited about our new future as Twitch."

Justin.tv stared out when creator Justin Kan set about broadcasting his entire life on the the internet. When that early social, big brother experiment came to an end in 2007 Justin.tv became a site for others to broadcast their videos. Twitch currently has more than one million monthly active broadcasters and 45 million viewers per month.

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