Twitch is calling on its users to take part in the broadcasts this week of both The Game Awards and Sony's PlayStation Experience by "co-streaming" the events and (optionally) talking over the livestreams.
Note that this likely ensures those event livestreams will reach a larger audience on Twitch, and thus any games or game developers who appear on those broadcasts will be seen my many more people (and potentially underscored by goofy remarks.)
This isn't the first time Twitch has tried this -- it did the same thing over the summer when it allowed Twitch users to co-stream its official E3 2015 livestream -- and the fact that it continues to do so for events with which it has officially partnered for coverage suggests that Twitch recognizes how valuable its users can be as marketers.
On the off chance you expect to talk about your game at one of these big livestreamed events one day, check out TinyBuild chief Alex Nichiporchik's recent guide to showcasing your game on the Twitch stage without looking like an idiot.