Twitch is an important platform that you should definitely consider for your influencer marketing campaign. For that, it's extremely important to know the latest statistics and best-practice examples. Consequently, we have summarized both statistics and five examples of successful influencer marketing on Twitch, for you on the Kolsquare blog.
The reasons to invest in influencer marketing on Twitch are diverse. The following statistics clearly show how lucrative advertising on the live-streaming platform can be. You should also keep in mind that users love live content. For example, 80% of users prefer live streams over traditional content like blog articles. Twitch is also a great way to diversify your audience and expand into global markets.
Everyone knows Facebook, YouTube, Twitter, and Instagram while TikTok is also becoming more and more popular. But do you know Twitch? The website, known as a live-streaming service, was launched in 2007. At that time, the platform was still called “Justin.TV” and was initially launched as a streaming service without a specific genre. By sharing content in real-time, the platform creates a close relationship and a connected community between users because they can truly participate in each other’s lives. Seven years later after its launch was the turning point for Twitch: in 2014, Twitch began to develop into what it is today through extensive investment. Since then, the network has been growing at 23% per year. This has resulted in Twitch being the 26th most popular website worldwide and the 13th most popular website in the US.
Influencers are the users on Twitch who have a large following and stream a lot of content live, as for any social media platform. Mainly, you can find the topics of live gaming and esports, but also music content, and some “In real life” or “A day in the life” style vlogs are popular on Twitch.
Statistics are important for any platform to better understand it, its users, and its creators. As a brand, you can only benefit from knowing the data. Discover more of the important statistics on the Kolsquare blog:
For example, while Pinterest is dominated by women, on Twitch 65% of users are men. While 71% of the total three million active users are Millennials, according to MuchNeeded, 41% are between the ages of 16 and 24. Overall, U.S. profiles makeup 22% of the total Twitch audience, with 350,000 users using the “Just Chatting” feature the most, according to Statista.
Graphic by TechCrunch via Peer to Peer Marketing
Revenue statistics on Twitch are also promising. Influencer Marketing Hub reports that there are 7.5 million streamers on the platform, which means the number has grown by four million streamers in just twelve months. Driven by steady growth, it’s hardly surprising that Twitch has also invested 68% more in partner programs since 2017. Only last year saw 45m more hours of streaming and in the last quarter of 2021, Twitch generated $75m in in-app purchases.
One of the most famous Twitch influencers is Shroud, who rules Counter Striker. He has ten million followers and therefore also the status of a macro-influencer. The US-American made his breakthrough in the industry by streaming Counter-Strike games when he was only 17 years old.
Today, the macro streamer Ninja convinces 17.4 million users with his live videos on Fortnite, League of Legends, and Lost Ark. His fans are loyal to him and even join forces under the name “Ninja Team”. The influencer, who is also US-based, only needed a year to establish himself in the scene.
Moreover, LoserFruit has a total of 2.7 accounts subscribed to her streams on all kinds of games. LoserFruit is Australian and has been active on the platform for nine years. As mentioned, she has no specialization but plays everything from Worlde to Fortnite and Apex Legends.
After these heavyweights, however, there are of course many other accounts that are successful on Twitch. Among the mid-level influencers on Twitch is Summit1g. After two years, the American has established himself primarily as a gamer of competitive games like Valorant and Max Payne. Summit1g, again American, now also has his own clothing line, for example, and partnerships with global brands such as GFeul.
Valkia has “only” 288k followers for streams on Overwatch Beast or Call of Duty. The Twitch influencer from the United Kingdom has decades of experience in the gaming industry. He has been streaming on Twitch for six years but is referred to as a micro-influencer due to his relatively small fan base.
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.
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