4 ways brands can earn credibility with the Twitch community

Over the past decade, Twitch has grown into one of the most vibrant corners of the internet. Whether viewers are bonding over eliminating imposters on spaceships, surviving post-apocalyptic horrors, upping their chess game with grand masters, or learning new makeup tips from drag queens, one thing is clear: Twitch viewers come for the live content and stay for the community.

How can brands authentically connect with streamers and their viewers on a service where community is everything? Amazon Ads asked Twitch’s young adult viewers, ages 18 to 34, what they think about advertising and how brands can show up for the community.

Despite the narrative in the advertising industry that younger adults don’t like advertising and will go to great lengths to avoid ads, we’ve discovered that the opposite is true. Nearly two-thirds of the viewers surveyed agreed advertising is a necessary exchange to access the content they enjoy. Beyond this, more than half of viewers surveyed reported that learning about brands and products they may want to buy is a key benefit to watching or interacting with ads in their video content.¹

Here are four recommendations to help you tap into younger adults’ receptiveness to advertising on Twitch.

Nearly two-thirds of Twitch viewers surveyed say they are more likely to consider brands that demonstrate an understanding of the Twitch community.² You can show viewers that you’ve done your homework by reaching them with ads relevant to their interests and the content they watch, while being sure that your marketing messages are just as applicable. You can further demonstrate your understanding by shining a light on creators from the Twitch universe in advertising creative. Custom ads that integrate seamlessly with the content that viewers love helps brands unlock achievements in the Twitch community.

The Brand Partnership Studio, Twitch’s in-house creative shop, helps brands connect with the right streamers to imagine one-of-a-kind ads that are unique to Twitch and resonate with streamers’ audiences.

Brands can also show their support by backing annual tentpole community events like SUBtember, a monthlong celebration where viewers can support their favorite streamers with discounted channel subscriptions, or TwitchCon, a semiannual event where tens of thousands of people come together in person to celebrate and connect with others who share their interests and passions.

75% of Twitch viewers surveyed believe showing support for streamers is crucial to the Twitch experience. ³

Twitch wouldn’t be Twitch without the millions of passionate, creative streamers who broadcast live content to their communities. Twitch viewers have an immense amount of respect and admiration for their favorite creators, and consider showing their support for streamers integral to participating in the Twitch community.

While anyone can stream on Twitch, only those who grow their viewership, cultivate engaged followings, and demonstrate continued passion and respect for the community can work toward becoming an Affiliate and, eventually, a Partner. Affiliates and Partners have access to a suite of monetization tools including the ability to run ads, the option to add a subscribe button to their channel pages and set subscription membership tiers, and, of course, consideration for custom influencer programs and sponsorships with brands.

Knowing that advertising directly contributes to streamers’ ability to earn income while continuing to make the content they love, Twitch viewers understand the value of ads for streamers. More than two-thirds of the viewers surveyed say they are proud when they see their favorite streamers land a sponsorship with a brand, and just as many viewers say they are more likely to consider those brands that support streamers.⁴

The most successful brands on Twitch find ways to elevate streamers and amplify their voices rather than overshadow them.

Young adults are more receptive to ads in digital formats than those seen on television or those driven past on busy highways.⁵ Today, this cohort seeks seek opportunities to fully interact with brands, and Twitch offers advertisers a number of ways to engage viewers with interactive experiences.

Extensions, or integrations built directly into the Twitch video player, allow brands to level up live content with even more of the interactivity viewers love. These integrations can encourage viewers to work together to unlock surprises using Twitch Chat, or take the form of fully immersive minigame experiences. Compared to the average adult, the younger adults Amazon Ads surveyed are 23% more likely to take action on branded video integrations—such as clicking to learn more or making a purchase.⁶

Adobe teamed up with Twitch and popular streamers to offer viewers a chance to help design a new armor set for New World. Using a custom extension inspired by Adobe Creative Cloud, viewers decided the colors, textures, and patterns of two new items for the game.

With Co-Op Drops, viewers could obtain new items for their in-game characters by watching two hours of New World content on one of the participating streamers’ Twitch channels.

A warm cookie in a hotel room. An upgrade to a comfier seat on a long trip. A lower price tag at the register. Who doesn’t love an unexpected gift or reward? “Surprise and delight” is a tried-and-true tactic that companies have been using as long as there has been marketing. But how does the tactic translate digitally? How can you surprise viewers on a livestreaming service?

Twitch’s community-first approach to brand partnerships and the audience’s inherent passion for gamified experience equip advertisers with built-in options for delighting viewers.

Subs, or channel subscriptions, are how viewers show support for their favorite streamers on Twitch. Aside from the good vibes associated with supporting streamers, subscribers gain access to exclusive perks like subscriber badges and custom global emotes usable across all of Twitch. Advertisers can surprise viewers and tap into celebratory moments by gifting subscriptions during a livestream to delight viewers and streamers alike.

Brands can surprise viewers with giveaways such as Twitch gift cards or use Twitch Drops to offer codes for in-game loot, unlock new playable characters, or gain early access to a game. Brands outside of the gaming space have surprised viewers with discount codes redeemable in apps or online stores such as Amazon.com.

• Catch the tutorial. Twitch viewers respond better to advertisers who make an effort to understand them and their communities.
• Play co-op with creators. Advertisers can establish credibility with viewers by leaning into streamers’ expertise and the intimate relationships they have with their audiences.
• Find ways to level up. Twitch viewers don’t just want to see brands; they want to interact with them. Find ways to surprise viewers, create engaging experiences, and take the content they love to the next level.

You should now be ready to begin engaging with the Twitch community, or find out more with everything else you need to know about advertising on Twitch.

^1-6 Twitch Research Power Group and Insights Hub. Twitch Advertising Attitudes Survey. US, CA. Oct 24––Nov 7, 2023. Twitch young adult viewers (A18–34) n=1,047. Gen pop young adult (A18–34) n=443.