31 July 2026

How is Twitch establishing itself as a new form of media?

Discover or rediscover Twitch.TV

You haven’t heard of Twitch yet?

Yet, as you read this article, there are no fewer than one million people logged into the platform. There are two types of users. On one hand, there are streamers who share content during live broadcasts. They’re easy to spot, usually appearing directly on the game screen. On the other hand, there are viewers who can enjoy a wide variety of live streams covering numerous topics. Everyone can take advantage of one of Twitch’s key features: the live chat! It allows viewers to interact with each other, as well as directly with the streamer.

The “Discover” tab on Twitch features a wide variety of live stream categories.

Promoting Your Brand Through Twitch

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Streamers offer their broadcast content for free. However, they can rely on a monthly subscription system ranging from $5 to $25. This subscription offers additional benefits to viewers who choose to sign up (subscriber badge, special emojis, replays, etc.). There’s also a donation system (with no limit on the amount) that provides additional support to the streamer.
You might recognize a few familiar names among successful streamers, including Sodapoppin, Shroud, and Dr. Disrespect. On the French side, examples include Zerator, Gotaga, and Mister Mv. There are also WebTV platforms like Solary and LeStream (which we know well, having developed one of their projects with them)!

The Community’s Central Square

On Twitch, user participation and community engagement are greater than anywhere else. In fact, the user is at the heart of the Twitch ecosystem. Whether it’s to financially support a streamer, help them make a living from their work, or make donations during charity events, we see strong user participation and a particularly high level of engagement. This is largely due to the bond that the influencer-streamer builds with their community.

A good example of community engagement could be the ZEvent charity event held to benefit Doctors Without Borders in 2018. Over the course of a single weekend, 1,094,000 euros were raised, and the event attracted a cumulative total of nearly 1,500,000 viewers throughout its duration. Streamers have thus become true leaders and pillars of influence on the internet. That’s why brands work with them to promote services or products during their streams to their highly engaged communities.

What do the numbers say about Twitch?

An average of 31 million visitors per day
2.5 million: that’s the average number of users connected to the platform at any given time
A peak of 245,000 people logged in simultaneously on a single channel
75% of the audience is between the ages of 16 and 34
1.3 billion is the total number of minutes watched on Twitch in 2021
67 billion hours of streaming viewed on the platform over the course of 10 years
8 million unique creators who go live every month
$2.3 billion: Twitch’s revenue in 2020

Mind-boggling numbers—for a platform that’s (still) vastly underestimated?

As you can see, Twitch has become THE must-visit destination in the gaming world. It’s no surprise that in 2014, the platform was the subject of fierce competition between the two giants, Amazon and Google, to acquire it. In the end, Amazon became the proud owner following a deal worth $970 million (a platform that, as a reminder, was launched as recently as June 2011).

Since its launch, the platform has seen record growth and outperformed its competitors. Nevertheless, that hasn’t stopped YouTube Live (Google) from entering the live-streaming arena and stepping on Twitch’s toes.

How can you incorporate Twitch into your marketing strategy?

Twitch is a specialized platform that isn’t suitable for every type of brand. But this characteristic ultimately turns out to be one of its greatest strengths. The fact that it is a niche platform that engages with a community that shares common interests makes it more appealing than a “traditional” social network. It reaches a highly targeted and highly engaged audience.

When considering Twitch as part of a brand promotion strategy, it is essential to recognize that this platform is ideal for reaching millennials and young people in general. Similarly, it’s important to keep in mind that there is a gender imbalance in the audience, with a predominantly male viewership—though this trend is gradually shifting. Anyone interested in the video game industry would be well advised to include Twitch in their strategy to increase visibility. The booming esports market also offers a wealth of opportunities.

However, Twitch is no longer just about gaming. We must also consider the fact that more and more content is being offered on Twitch (music, cooking, talk shows, news, radio, etc.). And with it come new opportunities tied to interconnected communities and their influencers. While Twitch is, in a sense, the MVP of the gaming market, that’s not to mention the brands that have already invested in advertising and sponsorship—even those with no direct connection to the gaming industry. Among them are Kellogg’s, EA, KFC, Axe, and Duracell.

Pre-roll ads and in-video ads

Like many other platforms, Twitch uses pre-roll ads. This doesn’t require reaching out to streamers and allows you to reach multiple communities with an engagement rate that’s often higher than YouTube’s, for example. The selected ad can be repeated during the stream at the streamer’s discretion.

Affiliate marketing

Affiliate marketing on Twitch is a low-risk marketing option in which companies pay only for results (leads, completed sales, etc.). In exchange for their participation in the affiliate program, streamers earn commissions. This model isn’t very popular among streamers. As a result, exposure is much lower, but it remains an attractive option for small brands with limited budgets that want to gain visibility through smaller streamers.

Sponsorship

Communicating on Twitch also gives you access to a powerful network of influencers. You can also set up customized contracts directly with them. Sponsorship opportunities can range from a one-time contract for a special promotional campaign to a longer-term, recurring partnership. This allows you to reach a targeted audience and build a relationship of trust with the streamer and their community.

Sponsorship on Twitch can also showcase your brand in a creative way, and the authenticity of streamers can be a real asset. Choosing a streamer whose personality aligns with your brand and values has the potential to have a significant impact on your sales and leads. With this type of partnership, the focus is more on building credibility than on advertising.

For example, French streamer MisterMv is hosting a live stream sponsored by LDLC in front of more than 6,000 people.

Your channel, your community

Beyond the benefits associated with streamers and their communities, Twitch can also be a creative way to develop your own communication platform. For example, it’s common for brands to livestream their events to create a gathering that takes place both online and offline at no extra cost. There’s no better way to build your own brand identity than by bringing together an active community on Twitch!

However, make no mistake: without a solid communication strategy, it will be difficult for you to achieve this goal. That’s also why brands invite influencers to capture the public’s attention!