$476M and Counting: The Quiet Rise of Twitch in the Social Ad Wars

What’s Inside

• Why are users on Twitch and who are they?
• How are users interacting with Twitch?
• How are advertisers spending on Twitch?

‍

‍

Demographics & Viewership

Who are the viewers on Twitch and who are they watching?

76% of Twitch’s audience is male, making it the premier social platform to target men

Twitch demographics

76% of Twitch users are under the age of 35, offering a highly targeted social platform for Gen Z audiences

‍

Twitch viewership

This zackrawrr stream was being viewed live by over 87K community members concurrently

‍

‍

TRAFFIC ON TWITCH

How are users interacting with Twitch?

Twitch’s smaller but highly loyal audience averages 15 visits per user monthly, enabling targeted, high-frequency ad opportunities

Visit duration by social platform

Twitch users are spending the same amount of app time per session as TikTok users, showcasing its strength at capturing audiences attention

Pages per visit by social platform

Twitch users are visiting fewer pages than other major social platforms

• Twitch users are tuning into their favorite streamers and sticking to their feed for the duration of their session.

‍

‍

AD SPEND ON TWITCH

How are advertisers spending on Twitch?

Of the advertisers that spend on Twitch, other platforms are winning the majority of the ad dollars

• Twitch is regarded by advertisers as a niche platform, offering plenty of whitespace opportunities for advertisers to engage its highly targeted audience.

Twitch ad spend by sector

The top sectors spending on Twitch are the E-Commerce and Consumer Goods sectors, representing 50% ($237M) of advertisers on the platform

Instant shopping platforms are aligning with Twitch’s streaming audience to appeal to its on-demand, instant gratification culture

Top Advertisers in E-Commerce:

• Amazon: $112.8M | $5.54 CPM
• DoorDash: $4.2M | $5.59 CPM
• Instacart: $2.4M | $8.79 CPM
• Walmart: $711K | $6.08 CPM
• Click2Cart: $692K | $5.45 CPM

Twitch ad spend spotlight e-commerce

DoorDash and Instacart see Twitch as more than a niche platform, they’re using it to reach a highly-refined segment of young males

‍

‍

Amazon provides Twitch placements through its DSP to automate digital ads on behalf of other advertisers, allowing brands like Trident to reach this engaged audience.

• Impressions: 516M
• Spend: $3M

‍

DoorDash is meeting Twitch viewers right where they are - at home. This mid-funnel ad features DashPass as a life hack over a hard sell, messaging Twitch audiences to skip errands and stay in the moment.

• Impressions: 62M
• Spend: $335K

‍

Instacart is partnering with multiple brands to feature popular mascots and products, leveraging pop culture references and nostalgia with top funnel messaging to Twitch’s convenience-driven audience.

• Impressions: 50M
• Spend: $396K

‍

‍

Twitch ad spend by sector

DoorDash and Instacart see Twitch as more than a niche platform, they’re using it to reach a highly-refined segment of young males

Top Advertisers in Consumer Goods:

• Taco Bell: $12.2M | $5.88 CPM
• Red Bull: $5.1M | $5.86 CPM
• Peloton: $4.6M | $6.10 CPM
• McDonald's: $3.1M | $5.77 CPM
• Coca-Cola: $2.5M | $5.39 CPM

‍

Twitch ad spend spotlight consumer goods

Taco Bell and Redbull see Twitch as a core advertising channel to target its young, live-moment ecosystems

• Peloton offers a disruptive brand narrative by spending 11% of its budget on Twitch, contrasting itself from other consumer goods advertisers. Peloton is appealing to the subset of fitness-conscious audiences that prefer to 
exercise at home.

Taco Bell is running a mid-funnel campaign to offer streaming audiences quick food options that can be ordered with minimal disruption.

• Impressions: 181M
• Spend: $997K

‍

Red Bull is utilizing top-funnel ads to keep its energy drinks top of mind amongst Twitch viewers. The streaming platform offers competitive gaming streams, speedrunning, and creator endurance sessions that synergizes with Red Bull’s high-energy products.

• Impressions: 57M
• Spend: $352K

‍

Peloton is motivating Twitch audiences with messaging to get their viewers moving, offering exercise solutions from the comforts of home that appeals to young men.

• Impressions: 154M
• Spend: $900K

‍

Twitch ad spend by sector

Entertainment advertisers utilize Twitch’s streaming culture to unlock deeper integration with its audiences

Top Advertisers in Telecommunications & Media:

• Fandango: $5.7M | $6.18 CPM
• Peacock TV: $4.4M | $5.75 CPM
• Playstation: $3.5M | $5.76 CPM
• Final Destination Movie: $3.1M | $5.40
• CPM T-mobile: $3.0M | $5.89 CPM

‍

Twitch ad spend spotlight telecommunications & media

Media brands are experimenting with Twitch to appeal to its highly segmented audience

• Playstation, Valorant and Esports World Cup are enablers of Twitch’s social gaming ecosystem, offering the tools and stories that keep streams going. Twitch provides a natural platform for gaming advertisers for its ads to feel authentic and connect better to its audience.

‍

Fandango is leveraging Twitch to cross-promote its service through the Minecraft film, tapping into Gen Z gamers where they already watch and engage with their favorite IPs.

• Impressions: 135M
• Spend: $910K

‍

PeacockTV is tapping into Twitch’s audience that tune in for emotional, edge-of-your-seat experiences, making it the ideal platform to spotlight their horror series, Teacup.

• Impressions: 75M
• Spend: $405K

‍

Playstation taps into Twitch’s passionate gamer community to advertise their new Playstation Pro hardware with messaging to activate hardcore fans.

• Impressions: 90M
• Spend: $547K

‍

‍

Want to Dive Deeper Into Twitch?

We can help you:

• Unlock whitespace on niche platforms: Twitch may have a smaller audience, but it commands intense loyalty. We’ll help you identify untapped opportunities to engage Gen Z and Millennial males in authentic ways.
• Craft ad strategies that match Twitch culture: From DashPass life hacks to Red Bull’s speedrun synergy, we’ll show you how to build campaigns that resonate without disrupting the stream.
• Maximize your media mix: Twitch isn’t your largest channel but it might be your most targeted. We'll help you balance spend and measure Twitch’s true impact alongside your broader social strategy
• Spot the real players in your category: See which brands are scaling smartly on Twitch and what their CPM, creative, and share-of-voice strategies look like.

Or, tell us your growth goals, and we’ll build a Twitch playbook that’s backed by data, not guesswork.