The truth about Twitch

Higher Order

Truth Collective Truth CollectiveAug 24, 2021

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Trying to keep up with all the latest trends, apps, platforms and trending apps on platforms? It can be a lot, so let us help keep you up to speed with a deep dive into one of the fastest-growing communities on the web.

What is it?

Twitch is an Amazon-owned online service for watching and streaming digital video. It can be accessed anywhere: on browsers, mobile devices, game consoles and OTT boxes/smart devices. If you have an Amazon account, you have a Twitch account. Though initially created to let users stream video games, Twitch now provides the ability to stream an incredible variety of activities, from full TV series watch-alongs to music, jigsaw puzzling, coding, crocheting and beyond.

Twitch access methods

Who’s watching?

  • 30M daily active users on average, with 100% new growth
  • Twitch is growing as fast as TikTok; it currently has 12M daily users
  • Average user spends 95 minutes per day on Twitch
  • The largest percentage of viewers (25%) comes from the U.S.

Twitch audience: 65% Male, 35% Female, 73% under 35, 17% 35 and older

Why should I care?

The gaming industry is bigger than movies and sports combined. Worth almost $180B, it has surpassed the combined revenue of the global film ($100B) and North American sports ($75B) industries . Twitch is the number one place to watch esports. The platform is responsible for 70% of all esports viewing and 92% of esports fans prefer to watch on Twitch.

Twitch is the #1 place to watch Esports

It’s got a BIG influencer culture.


  • 62% of viewers engage with esports and gaming personalities daily.
  • Twitch influencers (or “Partners”) get to choose how often and how long ads run during their content.
  • 64% of viewers purchase products recommended by streamers.

Isn’t it just another media channel?

Nope! What really captures attention on Twitch are the unique sponsorship offerings:

  • Interactive activities called “bounty boards” let your brand set gamified on-stream tasks or goals for streamers, and allow you to engage directly with Partners and their audiences.
  • Totally unique activations in the form of interactive events or brand-related streams. The sky’s the limit, but with the help of the Twitch Brand Partnership Studio, we can identify a novel and authentic connection between your brand and the community.

Like any media platform, Twitch has demographic targeting options 
and a selection of standard media buys, including pre-roll and mid-roll video, display units, and channel and event sponsorships.

Can I just add Twitch as a media channel and run existing assets?

Twitch isn’t like any other social medium. It requires a different approach if you want to capture (positive) attention from your audience.
Truth is here to help you:

  • Align your brand with the right Twitch opportunity
  • Embrace Twitch culture and celebrate the community
  • Support content creators
  • Not take yourself too seriously
  • Be as genuine as possible

Inspiring Twitch activations from other brands:

Totino’s 
Super Bowl Ad
Twitch chat controlled an interactive mechanical-bull couch.

Wendy’s & 
Animal Crossing
Wendy’s Twitch channel streams the Nintendo Switch exclusive.

Wild Earth 
Teachable Moments
Expert-hosted safaris, streamed for a younger demographic

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