Video game site Twitch has signed a deal with Comscore to measure live streaming activity ©Twitch

Video game site Twitch has signed a deal with Comscore to measure live streaming activity, including esports.

The agreement is aimed at allowing advertisers to get a better understanding of video viewing behaviour.

This will allow companies to specifically target their campaigns to key demographics.

According to Tech Crunch, Twitch remains as the number one game streaming site and brought in $300 million (£244 million/€270 million) in advertising revenues last year.

Esports is a rapidly expanding industry ©Getty Images
Esports is a rapidly expanding industry ©Getty Images

That is despite increased competition from rivals including Microsoft Mixer, Facebook Gaming and YouTube Live. 

Next year, the site is expected to top 40 million US viewers. 

"Our new partnership with Twitch is more proof of Comscore's dedication to innovation within audience measurement and across screens," said Carol Hinnant, the chief revenue officer at Comscore. 

"In a time where gaming and esports are gaining momentum, our partnership will ensure the industry can understand consumption and take advantage of trends in this space."