Twitch
Twitch is a livestreaming service for gaming, entertainment, sports, music and other content. It publishes articles aimed at brands, such as one on the business outcomes of advertising in gaming.
Documents
How Gaming Is Delivering Real Business Outcomes for Brands
The presentation demonstrates that gaming has become a strategic channel for brands seeking measurable marketing impact.
- Gaming has transitioned into a performance-marketing channel capable of tracking the full funnel from initial brand awareness to final conversion.
- Overwolf serves as a major advertising hub, reaching over 113 million monthly gamers and ranking as the second-largest U.S. gaming property according to Comscore.
- Global brands including Universal Pictures, P&G, Lancôme, AMD, Monster Energy, Nissan, and KFC are actively utilizing gaming platforms to achieve measurable business outcomes.
Reports about Twitch
564 documents by other writers name Twitch in the title or summary.
Fighting Game Live Streaming Report
The analysis evaluates live-streaming activity for fighting games worldwide, concentrating on the period from July 2024 through June 2025 and tracking quarterly trends back to Q1 2019.
- Street Fighter 6 dominates the fighting game genre with 204 million hours watched, accounting for 71% of total viewership and averaging 40 million hours per quarter since its launch.
- Japanese streamers and VTubers lead the market, with fps_shaka and Kuzuha generating 6.4 million and 6.3 million hours watched respectively.
- YouTube Gaming has captured over 25% of total quarterly fighting game viewership, largely driven by the popularity of Japanese content creators.
State of Gaming & Influencer Marketing 2025
The global gaming industry has entered a period of stabilization, with 2024 revenues reaching $187.7 billion and a projected player base of 4 billion by 2027.
- The global gaming industry reached $187.7 billion in 2024, with mobile gaming remaining the dominant sector at $92.6 billion and the total player base projected to hit 4 billion by 2027.
- PC gaming is a primary growth driver, highlighted by Steam’s record $10.8 billion revenue in 2024 and indie game sales surpassing those of AA and AAA titles for the first time.
- Influencer marketing spending is projected to reach $32.55 billion by 2025, with a strategic shift toward niche engagement and nano-influencers who achieve engagement rates exceeding 10%.
Japan’s World of Gaming & Influencer Marketing 2025
Japan represents the world’s third-largest gaming market, valued at $26.3 billion in 2024 with projections to exceed $60 billion by 2033.
- Japan’s gaming market is valued at $26.3 billion in 2024 and is projected to exceed $60 billion by 2033, supported by 55.5 million players and the world's highest average revenue per user at approximately $580.
- Mobile gaming currently accounts for 75% of consumer spending, with a projected rebound to $21 billion by 2025, while the PC sector maintains a robust 8.8% annual growth rate.
- Domestic leaders Sony and Nintendo maintain market dominance by leveraging iconic intellectual properties and a strong cultural preference for narrative-heavy RPGs and adventure titles.
Starfield: How It Achieved 10M Players
The marketing and commercial performance of Bethesda’s Starfield reflects a strategic evolution in digital promotion, transitioning from traditional trailer-based campaigns to a diversified, multi-channel approach.
- Starfield reached 10 million players at launch, marking the largest release in Bethesda’s history despite a competitive RPG market.
- The marketing campaign utilized a $21.2 million advertising budget, the second-highest in the RPG category for 2023.
- Over one-third of the total advertising budget was allocated to Over-the-Top (OTT) streaming services, reflecting a strategic shift toward high-impact digital distribution.
Shooter Games on Live Streaming Mini-Report
This analysis explores the landscape of shooter games on live streaming platforms from 2019 through 2025, tracking viewership trends, subgenre shifts, and the impact of esports.
- Shooter games remain a pillar of live streaming, accounting for 6.1 billion hours watched in 2024, though their total market share has declined by 6% since 2022.
- Tactical shooters became the most-watched subgenre in 2023, with Valorant and Counter-Strike capturing 90% of that segment's viewership.
- Battle royale viewership has halved since its 2020 peak, despite the sustained popularity of Fortnite.
Influencer Marketing for Brands
The gaming creator landscape has evolved into a primary cultural driver, with Gen Z and Alpha audiences now prioritizing streamers and digital personalities over traditional celebrities or professional athletes.
- Gen Z and Alpha audiences prioritize digital creators over traditional celebrities, requiring brands to shift from disruptive advertising to seamless integration within creator ecosystems.
- Long-term ambassador programs and interactive live events in titles like Minecraft and League of Legends yield high interaction rates ranging from 13.4% to 31.8%.
- Roblox has doubled its monthly viewership to 400 million users, highlighting the growing importance of immersive environments for fostering authentic connections with digital-native demographics.
Yearly Live Streaming Trends Report 2024
Global live streaming viewership reached 36.4 billion hours in 2025, marking a 6% year-over-year increase that brings the industry nearly back to its 2021 pandemic-era peak.
- The live streaming industry reached 35 billion hours watched in 2024, reflecting a stable 3% year-over-year growth rate as the market shifts toward long-term sustainability.
- Kick grew its viewership by 45% in 2024 by leveraging aggressive revenue-sharing models and non-exclusive contracts to challenge Twitch’s market leadership.
- The 'Just Chatting' category remains the dominant content type, accounting for nearly 15% of all platform activity across the industry.
From Games to the Big Screen: The Impact of IP Across Platforms
The entertainment industry is increasingly leveraging a transmedia strategy where video game intellectual property serves as the foundation for high-budget scripted content.
- The Fallout television series triggered a 410% surge in daily PC sales for Fallout 4 and sustained a 225% increase in daily active users for legacy titles for up to 20 weeks post-premiere.
- The Minecraft film grossed over $900 million while driving a 44% spike in mobile in-app revenue and a 36% increase in console sales.
- Transmedia adaptations create a symbiotic growth loop that simultaneously boosts gaming metrics and streaming platform performance, such as the 23% increase in Amazon Prime Video downloads following the Fallout series launch.
Marvel Rivals: The New Hero Shooter on Live Streaming
Marvel Rivals has achieved a strong debut in the competitive hero shooter market, leveraging its high-profile intellectual property to capture significant attention on live-streaming platforms.
- Marvel Rivals launched with a strong performance, generating 20 million hours watched and a peak viewership of 301,000 during its debut week.
- The game achieved significant player engagement, reaching 444,000 concurrent players on Steam and 20 million total sign-ups by December 17, 2024.
- Streamer Necros drove a substantial portion of the game's initial viewership, accounting for 3.3 million hours watched—one-sixth of the total—through 168 hours of airtime.
Revealed: The Top New PC and Console Games of 2024
This analysis provides a comprehensive overview of the top-performing PC and console games of 2024, utilizing proprietary estimation algorithms to evaluate market success across Steam, PlayStation, and Xbox platforms.
- Black Myth: Wukong, Palworld, and Helldivers 2 emerged as the top-performing PC titles on Steam, each exceeding one million units sold in 2024.
- Viral, lower-cost titles and specialized genres, such as first-person store management simulators, are currently driving significant market engagement and streamer interest.
- Sports titles remain the primary volume drivers for both PlayStation and Xbox consoles, though Xbox sales figures consistently trail those of Steam and PlayStation.
Comscore EU & UK Rankings: Overwolf
Overwolf has solidified its standing as a significant entity within the global gaming media ecosystem, as evidenced by its performance in Comscore’s October 2024 rankings.
- Overwolf achieved top 10 status in Comscore’s October 2024 European Gaming Properties rankings, placing #2 in Norway, #3 in Germany, #5 in France, and #7 in the UK.
- The company reaches over 100 million monthly active gamers across hundreds of titles and premium gaming websites.
- Overwolf’s European market presence is supported by a new UK office opened in 2024 and partnerships with major agency groups including Dentsu, WPP, and Havas.
Ubisoft Defies Market: Making Games Means Building Audiences
Ubisoft is currently facing a significant structural crisis characterized by the cancellation of the free-to-play shooter XDefiant and the layoff of 277 employees.
- Ubisoft faces a potential 2025 privatization or dismantling after its share price dropped more than 50% year-over-year due to a lack of diversified revenue streams.
- The cancellation of XDefiant follows a rapid collapse in engagement, with Twitch viewership plummeting from a peak of 204,000 to 2,700 in just six months.
- Ubisoft’s subscription service ranks last in popularity in the UK, trailing behind Netflix Games and failing to capture the 36% of gamers who now utilize subscription models.