Updated Mar 17, 2026 by Stream Hatchet
TikTok Live has emerged as a dominant market force with 9.1 billion hours watched, causing Twitch’s market share to drop below 50% for the first time.
Total global live-streaming viewership reached 9.6 billion hours in Q3 2025, marking a 13% year-over-year increase.
Non-gaming content is now the primary driver of viewership with 1.7 billion hours watched, while massive live events like 'La Velada del Año V' set new records with 9.2 million peak concurrent viewers.
Esports viewership grew 8% to 805 million hours, though audiences are increasingly migrating from Twitch to YouTube and TikTok, influenced by events like the Esports World Cup.
High-production marathon events are driving record engagement, exemplified by Kai Cenat’s 'Mafiathon 3' which generated 1.1 million subscriptions and significant brand spikes.
EA Sports FC 26 was the top-performing gaming title of the quarter, accumulating 62.3 million hours watched in its first month of release.
TikTok Live has emerged as a dominant market force with 9.1 billion hours watched, causing Twitch’s market share to drop below 50% for the first time.
Total global live-streaming viewership reached 9.6 billion hours in Q3 2025, marking a 13% year-over-year increase.
Non-gaming content is now the primary driver of viewership with 1.7 billion hours watched, while massive live events like 'La Velada del Año V' set new records with 9.2 million peak concurrent viewers.
Esports viewership grew 8% to 805 million hours, though audiences are increasingly migrating from Twitch to YouTube and TikTok, influenced by events like the Esports World Cup.
High-production marathon events are driving record engagement, exemplified by Kai Cenat’s 'Mafiathon 3' which generated 1.1 million subscriptions and significant brand spikes.
EA Sports FC 26 was the top-performing gaming title of the quarter, accumulating 62.3 million hours watched in its first month of release.