Building authentic connections: The power of live community engagement on Twitch

Think about where you go when you're not at work or at home. Maybe it's a coffee shop where the barista knows your order, a gym where you nod to familiar faces, or a community center where you volunteer. Sociologists call these "third places"—the informal gathering spots that anchor our social lives and give us a sense of belonging.

For generations, third places were mostly physical. But the digital revolution has fundamentally expanded what a third place can be. Today, communities gather in virtual spaces that offer the ability to connect in real time with others across the globe who share your passions. At the heart of these digital third places are creators—the streamers, hosts, and community leaders who serve as the anchors bringing audiences together.

The creator economy is transforming how audiences engage with entertainment. On livestreaming services like Twitch, communities meaningfully gather not just to watch content, but to participate in it—chatting in real time, supporting creators, and building genuine relationships with fellow community members. This shift is reshaping the path to purchase, with Amazon Ads Beyond the Buy research revealing that 50% of consumers view entertainment as part of their shopping journey, while 72% have taken consideration actions while engaging with entertainment content. For brands, this presents distinctive opportunities to authentically connect with these highly active communities and turn engagement into consideration and action.

Understanding the community spectrum

During livestreams, viewers are participants in a living, breathing community. But not all community members engage the same way, and recognizing these differences is important for brands to tailor strategies accordingly and create more resonant advertising. In a survey of Twitch viewers across the globe, Amazon Ads examined how various levels of viewer participation on Twitch impact advertising, revealing three distinct viewer types, each with unique behaviors and advertising receptivity.¹

Spectators are casual viewers who tune in to a few favorite channels but only occasionally interact. While 38% use the service daily, their engagement remains primarily observational. As this group of viewers are primarily at the awareness and discovery stage of the funnel, brands can utilize high-impact streaming TV ads to make a strong first impression and reinforce brand messaging, helping to capture attention and effectively deliver messages to these more casual audiences.

Supporters are regular viewers who balance passive viewing with active participation. Over half (53%) use the livestreaming service daily, with 45% engaging with streamers or other community members via chat. They're building connections that extend beyond any single stream, with 69% connecting with their communities elsewhere. With these viewers showing potential for increased engagement, brands can focus on authentic content integration. Solutions like Channel Takeover provide a streamlined solution with turnkey ad formats, creator selection, and consolidated performance reporting, enabling brands to integrate naturally into the streaming experience while maintaining the authenticity these regular viewers expect.

Stream Champions treat Twitch as their primary online social hub rather than just a content destination. Over three-quarters (76%) log in daily, nearly half (48%) actively participate in the chat, and 49% attend real-world meetups with their online communities. Nearly half (48%) of Stream Champions also create content themselves, embodying livestreaming’s interactive nature through their dual roles as both viewers and creators. The most active Stream Champions are across the funnel from awareness to brand loyalty. For these power users, brands can maximize impact through custom campaigns and tailored, bespoke integrations to create the deepest resonance. This full-funnel approach, combining custom campaign solutions with Channel Takeovers and high-impact media allows brands to reach these audiences at every touchpoint.

Four principles for live community engagement

The research reveals four essential rules that separate successful live community advertising from traditional approaches.

1. Engagement drives effectiveness. The correlation is direct: higher engagement amplifies advertising impact. Sponsored streams and branded content are more likely to spur action from viewers compared to traditional advertising, with 40% of Spectators, 44% of Supporters, and 50% of Stream Champions saying they research products after seeing sponsored streams. This demonstrates how deeper brand involvement creates a more effective environment for brand messaging.
2. Trust is built through community. When streamers recommend products, their audiences listen. Fifty-four percent (54%) of all respondents trust their favorite Twitch streamers to recommend brands and products, with that number rising to 67% for highly engaged users, demonstrating how community involvement can help amplify brand credibility.
3. Authenticity matters above all. What makes content feel authentic? Thirty-five percent (35%) of respondents prioritize streamers speaking in their own voice without scripting. A third (33%) want content relevant to what the streamer usually discusses, and 31% value genuine product usage, highlighting how authentic integration can outperform traditional advertising approaches.
4. Relevance transcends category. Success on Twitch extends far beyond gaming. While gaming-related ads show the highest ad recall (56%), non-gaming brands find strong performance across diverse categories like electronics, entertainment, and food services. The key isn't the category, but how well the ad is integrated into the content. Thirty-three percent (33%) of respondents value content that aligns with what the streamer usually discusses, regardless of advertiser category.

From awareness to action

When viewers discover products in livestreams, they don't stop there. Sixty-six percent (66%) of respondents note they turn to search engines for more information, 53% visit brand websites, and 40% check online retailers. This multi-channel research behavior shows that livestreaming doesn't exist in isolation—it's the spark that ignites the broader customer journey, and it holds consistent across engagement levels. For brands, this underscores the importance of maintaining cohesive messaging and authentic representation across channels.

As digital spaces continue evolving, livestreaming communities offer something increasingly valuable: genuine connection at scale.

Sources

¹ Twitch Research Power Group (RPG), "ROI of Live Communities” survey. Fielded July 11–18, 2025 across US, CA, MX, BR, UK, DE, FR, IT, ES, AU, JP. Respondents: Twitch Adults (A18-44), n=9,960.