During the workshop “Amazon Ads | The Twitch Effect” Annabel Dewar, from the Brand Partnership Studio of Twitch Europe, explored the evolving role of Twitch within the ecosystem of digital communication and contemporary marketing.
Originally born as a platform dedicated to live streaming video games, Twitch has now become a highly diversified environment hosting an extraordinary variety of content, from gaming sessions to music performances, cooking, art, and even everyday live streams from unusual places. With over 105 million monthly users, 21 million active channels, and more than 20 billion hours watched in 2024, Twitch has grown into a dynamic and participatory space where individual interests and passions are the foundation for building authentic online communities.
The true value of Twitch lies in its ability to foster a direct and transparent relationship between creators and audiences. Because most of its content is live, the experience on Twitch is inherently authentic, spontaneous, and interactive. The Twitch Chat, which runs alongside every broadcast, is far more than a comment section: it is a vibrant, real-time forum where communities form, collaborate, and communicate. This unique many-to-many communication model transforms viewers from passive consumers into active participants. The sense of proximity and shared experience that emerges from this dynamic sets Twitch apart from other digital platforms and makes it an ideal space for brands seeking to connect with audiences in genuine ways.
At the heart of this dynamic are the creators, the true builders of the Twitch ecosystem. Users not only follow their favorite streamers but also support them directly through monthly subscriptions and constant engagement. More than half of Twitch users report trying a product after seeing it featured or recommended by a creator they trust. This illustrates how trust, identification, and authenticity drive a distinctive form of advertising receptiveness that cannot be replicated through traditional media.
Two case studies showcased during the presentation effectively illustrated how brands can leverage Twitch to communicate creatively. The first, developed for Saikebon, involved a popular streamer engaging his audience in the launch of the “Saikebon Move” through interactive live sessions that allowed viewers to participate and influence the stream in real time. The second, featuring Durex, highlighted an even more innovative integration of brand messaging: the campaign “Watch Your Best Moments with Durex” was embedded within in-game replay features, linking the brand’s message of protection and pleasure to memorable gaming moments. Amplified across Twitch, Prime Video, and Amazon DSP, the initiative achieved remarkable engagement and visibility, demonstrating the impact of campaigns built around authentic collaboration with creators and communities.
The presentation also emphasized the importance of moving beyond traditional demographic targeting toward an approach based on values, behaviors, and shared interests. As highlighted in Amazon Ads’ Beyond Generation study, audiences today identify themselves less by age or gender and more by what they love, follow, and support. In this context, Twitch emerges as a meeting ground where people connect through passions and communities, offering brands a unique opportunity to integrate naturally and meaningfully into existing conversations.
The Twitch Effect ultimately revealed that Twitch is much more than an entertainment platform: it is a social and communicative laboratory that enables brands to build authentic, long-term relationships with their audiences. Authenticity, interactivity, and the careful selection of genuine creators stand out as the cornerstones of a new live communication strategy, one that transforms viewers into engaged, active communities united by shared experiences and interests.
