27 Useful and Updated Twitch Stats for Influencer Marketing Managers

With its expansive user base and ability to engage viewers through live content, Twitch offers brands new opportunities to tap into new audiences, expand their presence in the livestream market, and establish a deeper and more meaningful engagement with their target audience. 

The platform continues to grow, as evidenced by its increasing viewership, reach, and revenue. On Twitch, you have the unique opportunity to implement niche marketing strategies, interact with your target audience in real-time, and build an engaged community. For instance, by working with Twitch streamers, you can leverage their existing community and the trust they’ve cultivated to drive brand awareness, promote your offerings, and boost engagement and sales. 

These useful and updated Twitch statistics will help give you an idea of the platform’s immense impact and how you can leverage its continued growth to take your influencer marketing efforts to greater heights. We’ll also be sharing some examples of successful marketing campaigns on Twitch, just to give you an idea of what you can do on the platform.

General Twitch Statistics 

Twitch statistics paint a clearer picture of the platform and its user base. Knowing these numbers can give you a better understanding of your target audience, including the types of content they’re more likely to interact with and how you can improve engagement. You can also use these insights to craft more effective digital marketing strategies because you have a good idea of what your audience wants. 

With that in mind, here are some interesting and useful Twitch stats that you can use as a reference to bolster your influencer marketing strategy.

Active Users and Viewership

1. Platform and Revenue Growth

Although Amazon still doesn’t publish financial reports for Twitch, it’s estimated that the platform generated approximately:

• US$667 million in ad revenue
• US$1.3 billion in commerce revenue

2. Monthly Active Users (MAUs)

Twitch has more than 240 million MAUs, making it one of the world’s most popular live-streaming platforms. In January this year, Twitch’s viewership grew by 6% compared to December 2023’s viewership. However, by February 2024, viewership dipped by 8%. In July 2024, the platform had around 70,000 daily unique streamers and 2.2 million monthly unique streamers, according to a fairly recent State of Stream report. 

3. Daily Active Users (DAUs)

Twitch has become an integral part of people’s daily lives. That’s evident in the platform’s 35 million daily active users. At any given time, Twitch streams, which are broadcast in 35 languages, can have more than 2.5 million viewers. In 2023 alone, more than 10 million people streamed for the first time. 

4. Average Concurrent Viewers

For the last seven days, the platform had 2,314,050 average concurrent viewers. While this may seem like a huge number, it’s down by more than 116,000 viewers compared to the same previous period, according to the latest data from Streams Charts. During the last 30 days (August 20, 2024), Twitch had 4.15 million live viewers. It reached its all-time peak on July 13, 2024, with over 6.7 million concurrent viewers. 

With millions of monthly active users, these numbers prove that Twitch is an invaluable marketing platform that allows brands to expand their reach and connect with a global audience. What’s more, because the platform is an interactive live-streaming service, brands can leverage real-time engagement with their audience. 

5. Average Concurrent Channels

As of writing, Twitch has 49,217 live channels. Within the last 30 days (August 30, 2024), the platform saw a peak of 143,268 concurrent channels, marking a 9% increase. Twitch saw an all-time peak in concurrent channels on December 2, 2023, with 250,095 channels. For the last seven days, it had 96,592 channels, indicating a growth of more than 1,100 concurrent channels. 

Brands and marketers looking to engage “Generation Twitch” can utilize these channels to provide their audiences with authentic and fluid experiences instead of the typical curated content. Amazon Ads Senior Content Marketing Manager Robert Norman describes fluid experiences as those “in which [Generation Twitch] can move from one screen or application to another with ease.” 

Norman adds that these younger audiences who grew up in a digital world are more likely to prefer collaborative experiences. That’s primarily because they’ve become accustomed to interactive experiences. These allow them to contribute to content like live streams instead of just passively consuming them. 

Based on global research conducted by Twitch and Amazon Ads, approximately 75% of Twitch users agree that content on the platform is more meaningful because it happens in real time. Furthermore, nearly 4 in 5 viewers agree that they’re more engaged and attentive to content on the platform because they’re being broadcast live. 

How do these findings play a role in marketing on Twitch? According to the same research, 72% of Twitch viewers agree that the platform’s interactive nature helps make advertising more interesting.  

6. Monthly Broadcasters

Twitch reached its peak in terms of the number of monthly broadcasters in 2021, with 8.46 million. From 2022 to 2024, it experienced a relatively consistent trajectory of monthly broadcasters:

• 2022 – 7.63 million
• 2023 – 7.30 million
• 2024 – 7.52 million

7. Number of App Downloads 

During Q1 2024, the Twitch app generated an estimated 15.24 million downloads (mobile). Downloads reached their peak during the 2nd quarter of 2020, with 23.55 million. When it comes to global in-app purchase revenue, the platform generated approximately US$28.49 million. 

User Demographics

1. Age Distribution 

Over 52% of Twitch’s global users are between 25 and 34 years old. This is followed by users aged between 35 and 44 years old. 

2. Gender

On a global scale, 7 in 10 Twitch visitors are male, while females only accounted for 26.9% (desktop visitors). Data from Statista shows that in March 2024, around 63% of the platform’s users in the US were male. 

3. Geographic Breakdown 

Viewers from the US comprise 20% of the platform’s users, with more than 35 million monthly active users. That figure is projected to rise to 36.7 million by 2025. Based on 2023 data, 20.36% of traffic came from the US. 

• 7.03% - Germany
• 5.11% - Russia
• 5.04% - South Korea
• 4.56% - France

Viewing Habits

1. Average Watch Time per Session

In 2023, an average Twitch streaming session clocked in 10,390 seconds. In 2024, that increased slightly to 11,250 seconds or around three hours. In total, as of September 2024, the total time watched on the platform is 184 million hours, and that number could increase as the month progresses. Users still spend an average of around 95 minutes on the platform daily. 

2. Peak Viewing Times

Streaming during the right time is critical if you want to attract an audience and boost your visibility. An analysis from Hexeum notes that the following are the peak streaming times when you can reach out to the platform’s maximum user base:

• 3:00 PM EST
• 12:00 PM PST
• 20:00 UTC

Additionally, here are the optimal streaming windows:

• 11:00 AM to 7:00 PM EST
• 8:00 AM to 4:00 PM PST
• 16:00 to 00:00 UTC

3. Popular Categories 

While Twitch offers a seemingly endless selection of categories, Just Chatting remains the most popular category. As of writing, it has 199K viewers, 30.3 million followers, and more than 2,600 live channels. What’s even more amazing is that for the last seven days (August 28 – September 3, 2024), Just Chatting had 56,410,403 Hours Watched, with peak viewers going over 820,000. 

It’s followed by:

Source: twitch.tv

According to data from Streams Charts, Just Chatting accounted for 14% of total platform Hours Watched, making it the most-watched category in the first week of September 2024. 

4. Usage by Device (Twitch Market Share)

In Q2 2023, Twitch had a market share of over 70%. However, this year, it dipped by about 10%. This new 60.3% market share indicates that the platform is losing viewership dominance owing to the rise of new platforms like Kick and YouTube Gaming, with a 5.5% and 23% market share, respectively.

5. Number of Chats Sent 

In 2023, 49.65 billion chats were sent. Below is a chart depicting the top emotes used in chats for that year.

Source: twitch.tv

6. Stats from the 2023 Twitch Recap

Like Spotify Wrapped, Twitch does a recap every year. Whether you’re a streamer or an ordinary user, you can view this summary and compare your achievements with those of last year. Aside from annual recaps, the platform also provides monthly recaps. Note that if you’re unable to view these, the streamer, who may be a Twitch Partner or Affiliate, might not have recaps available. 

To navigate your monthly recap, you can either go to a streamer’s channel page or check your subscriptions management page. 

In this section, we’ll look at some noteworthy stats from Twitch’s 2023 Recap.

• 104.7 million Stories viewed – Stories was launched in 2023 to help users stay connected with their communities and provide richer experiences to their followers, even when the Twitch Partner or Affiliate is offline.
• 502.3K new Affiliates – These are qualified streamers who can monetize their channel and have access to tools for building their audience.
• 6,363 new Partners – These are creators who stream different content types and can monetize their channel through methods like Channel Subscriptions, emotes, Bits, and Ads. 
• 2.189 million unique freeform tags used
• Top streamers from various regions include KaiCenat, xQc, Gaules, loud_coringa, fps_shaka, and ibai.

Twitch Streamer Statistics

It’s estimated that Twitch has around 7.23 million active streamers. However, in January 2021, the platform had nearly 10 million active streamers, the highest number between January 2018 and April 2024. 

What makes Twitch work, aside from its millions of users, are its streamers. For 69% of the platform’s users, they’re more likely to consider brands recommended or used by their favorite streamers. It’s worth noting that when you’re planning to work with Twitch streamers, you must strike the right balance. This means working with streamers who best fit your brand. 

The good news is that, according to the same research, the “right” streamer doesn’t have to be the most popular or most viewed—the best streamer for your brand is someone who aligns authentically with your brand. Aside from that, they must be able to genuinely convey their love for your brand (or what you have to offer) to their respective communities. 

1. Twitch Top Streamers (2024)

Ninja is still the platform’s top streamer, with 19.1 million total followers and 368 million Hours Watched as of September 4, 2024. Ninja averages 29,083 viewers and has streamed a total of 12,662 hours so far. He’s also one of Twitch’s highest-earning streamers. His popular games are Fortnite, Valorant, League of Legends, and Final Fantasy XI Online.

In second place is Spanish streamer Ibai, which has more than 17 million followers. Third and fourth place goes to Auronplay and Rubius, who have 16.4 million and 15.1 million followers, respectively. Other top streamers’ channels on Streams Charts’ list include:

• KaiCenat – 13.2 million followers
• TheGrefg – 12,035,413 followers
• xQc – 12,003,516 followers
• Tfue – 11.3 million followers
• Juansguarnizo – 11.2 million followers
• Shroud – 11,028,608 followers

Top female streamers, who made up just 10% of the top 1000 streamers on the platform in 2023, include:

• Pokimane – 9.3 million followers
• Loserfruit – 3 million followers
• Kyedae – 3 million followers
• Loeya – 1.6 million followers
• itsHafu – 1.2 million followers
• KittyPlays – 1 million followers

Other top female streamers include Amouranth, jinnytty, and 39daph. Aside from streaming games, these creators also stream content covering categories like digital art, outdoor streaming, ASMR, and cosplay.

With regard to Kyedae, she was recognized by Streams Charts as one of the most-watched female streamers on Twitch. She climbed up four spots with 1.97 million Hours Watched. This surge is mostly attributed to her community casting of VALORANT Champions 2024, which ran from August 1 – 25,2024. 

2. Total Hours Watched  

2023 saw a total of 1.3 trillion+ minutes watched. Each month, users watch around 1.86 billion hours of video game streaming content on the platform (1.14 trillion minutes), indicating a high level of engagement from users.

Note that these figures can go up or down at any given time. For instance, in May 2024, users watched almost 54 million hours of livestream content. In January 2024, global Twitch users logged 61 million hours. 

3. Most Watched Games

While Twitch is open to other streaming categories, some of the most popular content is still streamed on the platform.

Fastest-Growing Video Games

This list includes Escape From Tarkov, which gained over 26 million Hours Watched and achieved a 303% percentage growth. Its current Hours Watched is at 34.6 million, while during a previous period, it only had a little over 8 million Hours Watched.  Other trending games include:

• Delta Force: Hawk Ops
• Diablo IV
• Escape From Tarkov Arena
• Metin2

Most Watched New Games and Categories

Dragon’s Dogma had the widest audience reach on the platform (Spring 2024), with over 17.1 million Hours Watched. At its peak, 4.5K+ channels streamed this new game from Capcom. Based on watch time alone, the most watched new games include:

• Gray Zone Warfare
• Arena Breakout: Infinite
• XDefiant
• Stellar Blade
• Manor Lords

4. Most Popular Types of Twitch Streams

Gaming streams are still the most popular type of Twitch content, taking a 79% share among US Twitch users. Music is the second most popular type, with 44%, followed by eSports and live sports, with 40% and 37%, respectively. 

5. Fastest Growing Twitch Streamers

Q2 2024’s fastest-growing Twitch streamers, excluding well-known and established figures like KaiCenat, include Puerto Rican streamer Alondrissa, who grew her followers by 427.2K. Streamer thesketchreal also grew his followers by more than 400,000, which helped him grow his total following to 1.3 million. Based on the number of Hours Watched, vtuber Sinder takes the top spot, generating almost 1.5 million Hours Watched. 

6. Fastest Growing Twitch Teams 

For Spring 2024, Sentinels saw the most significant growth based on watch time. This Twitch team racked up 33 million Hours Watched, largely because of Tarik’s coverage of both regional and international Valorant leagues and tournaments. 

7. Most Watched Channels 

KaiCenat is the most-watched streamer on Twitch in the last 30 days, garnering 15.6 million viewer hours. Next comes HasanAbi, with 7,668,796 viewer hours. TwitchMetrics ranks streamers based on total viewership hours, taking a streamer’s number of hours live and multiplying that by the number of average viewers. 

8. Most Popular Stream 

ibai’s La Velada del Año IV is considered to be the platform’s most popular stream ever. It racked up 6.74 million concurrent users and a total of 23.84 million Hours Watched just for this single broadcast, making it his most successful La Velada del Año stream yet. 

9. Highest Peak Viewership

In August 2024, Twitch’s peak viewership increased by 1.4% compared to August 2023. KaiCenat had the highest peak viewership during this year’s period, with over 381,000 concurrent viewers during one of his Minecraft marathons. Kyedae was also recognized as the most-watched female streamer in terms of Hours Watched and the number of Peak Viewers.

10. Streamers with Active Chats

Top channels based on chat activity (Spring 2024) include:

• T2x2 – 36.28% viewers who actively participated in chats during streams
• Bananirou – 31.27%
• Bkinho – 29.08%

Twitch Updates Worth Looking Into

Twitch is constantly rolling out new updates, features, and events. Whether you’re a marketer, a streamer, or a casual user, staying on top of these updates can help you have a richer experience on the platform.

1. TwitchCon Rotterdam Updates 

In June 2024, Twitch kicked off its TwitchCon Europe 2024 in Rotterdam. During this event, several significant announcements were made concerning the platform’s new programs and features:

• A redesigned mobile app to deliver better experiences to streamers and viewers
• Added a video feature to Stories and then bringing Stories to desktop users
• Improving the Clips feature for easier sharing and discovery
• Improvements to the Stream Together feature, making it easier to use
• More interactive Power-Ups to give streamers and users better control over on-stream interactions
• Launching of new programs like the DJ Program and Creator Clubs—the former is due to the surge of DJs streaming on the platform (the number has quadrupled, according to Twitch), while the latter is intended to help streamers find communities with shared interests.

2. New Platform Features 

Twitch also rolled out several new features to give its users more control over their experiences on the platform. These include:

• Being able to hide content using Content Classification Labels (CCL) – This helps users make more informed choices about the streams they’re watching. If you labeled a stream with CCLs, then these will not be recommended to you. 
• Thumbnail blurring – Users now have the option to use a Sexual Themes CCL to blur the thumbnails of categories they don’t want to see. Note that this feature is on by default, and you can toggle the settings in your Content Display Preferences. 

It’s also worth noting that an open letter from Twitch CEO Dan Clancy gives the platform’s users an idea of what’s in store for them. For instance, according to Clancy, they plan on:

• Making it easier for both streamers and viewers to share Twitch content on social media
• Focusing on expanding the number of brands they’re working with to bring more creator sponsorships
• Helping streamers make more money on the platform by expanding the Plus program to give streamers higher revenue shares and rolling out a more flexible Ads Incentive Program (2023), making it easier to manage for streamers and giving them access to new display ad formats

Why It’s Important for Brands to Know Twitch Stats

Whether you’re a brand, marketer, or content creator, knowing Twitch stats is crucial for the following reasons:

1. Make Data-Driven Decisions

Data helps you make informed decisions. For example, by knowing who the most popular or fastest-growing streamers on the platform are, you can create a marketing plan that makes use of their reach and popularity to tap into new audiences or markets. Moreover, knowing who the platform’s users are helps you craft more targeted campaigns. 

2. Strategic Planning for Content Creators

Knowing the types of content your audience likes allows you to create unique content that best aligns with their interests, needs, and preferences. These insights also help you develop a strategy for enhancing engagement with them, such as by using the ultra-popular Just Chatting category to connect with fans or to leverage the popularity of new game releases to attract a new audience.

3. Identify New Growth Opportunities

Advertising on Twitch can have a significant impact on audience engagement. Aside from reaching a highly engaged audience, new research revealed that advertising campaigns on Twitch can help increase engagement by as much as 300%. Even after the campaign had ended, the restaurant chain still managed to maintain an 8% higher engagement. The audience’s sentiments about the brand were also more positive. 

4. Perform Competitive Analysis

You can also use the platform to learn more about what your competitors are doing, such as the streamers they’re working with or how they’re using Twitch to promote their brand. 

5. Uncover Emerging Trends 

Twitch users are valuable sources of insights and feedback. Brands can use their real-time engagement with their audiences to better understand their preferences and stay on top of new trends.

In fact, Twitch’s homepage is a treasure trove of trending streams, which can help you identify what’s currently resonating with your audience, as well as find emerging streamers you can potentially partner with. You can then use these insights to make data-driven decisions for future campaigns or to optimize their current ones. 

Twitch Success Stories: Successful Marketing Campaigns on Twitch

Want to see how brands are leveraging Twitch to drive engagement, increase positive mentions, and nurture deeper connections with their audiences? Here are five of the best examples of successful Twitch marketing campaigns.

1. KitKat

KitKat worked with Amazon Ads because the brand wanted to reach new audiences, specifically adult Gen Z and millennial shoppers, in more novel ways. Using Amazon-owned Twitch, the Amazon Ads team created a premium Twitch video designed to build brand awareness and affinity within the platform’s sizeable gaming community.

The campaign achieved significant results overall, including raising unaided brand awareness by 52%, surpassing the benchmark among similar campaigns by as much as 3x. 

2. Apex Legends 

Apex Legends leveraged the power of Twitch influencers to generate buzz and build awareness for the game. Its developer, Respawn Entertainment, partnered with popular streamers and content creators on the platform to engage with their communities and showcase Apex Legends’ gameplay. This campaign helped Apex Legends surpass 1 million unique players within eight hours of the game’s initial release.  

3. HelloFresh 

HelloFresh used Twitch to reach a new audience. The brand worked with streamer BAdPikaPi, who had a little over 600 followers at that time, to showcase live cooking tutorials alongside her usual gaming content. 

4. Cash App 

Yes, Cash App is on Twitch and has more than 500,000 followers. Occasionally, the brand uses the platform to host giveaways. It also uses Twitch to provide users with customer support. Cash App also uses Twitch to partner with streamers to host tournaments and promote, well, the app itself. Users can also connect their Twitch account to their Cash App account for donations. In 2021, the app partnered with several streamers for a Q&A and even prepared a giveaway amounting to US$125,000!

We’re live on Twitch —> https://t.co/Zfs3NuGE6w

Come for the Q&A with our guests @pokimanelol @Ranboosaysstuff @TubboLive @xQc @AustinOnTwitter

Stay for the $125,000 giveaway. #CashApp13Plus

— Cash App (@CashApp) November 21, 2021

5. Chobani

Chobani created a custom Roblox game to go with its new oat milk campaign. The brand wanted to achieve three campaign goals:

• Encourage fans to engage and play with the new Chobani Oatmilk Race via Roblox
• Combine its influencer marketing campaign with the new campaign Oatmilk Everywhere
• Drive donations for Hunger Free America, a non-profit organization

Working with Later, the brand utilized an influencer marketing campaign that targeted gamers. Twitch streamers streamed the Chobani game live. This helped raise awareness for Chobani’s oat milk products, as well as achieve the following results:

• 7 million total impressions
• 101.3K total engagements
• 80K Twitch stream views
• 6.7K unique chat messages

Conclusion

Twitch remains an invaluable channel for marketing. Brands looking to elevate their marketing efforts can leverage their expansive reach, highly engaged user base, and popular streamers to raise brand awareness, drive engagement, and spark important conversations. Going beyond statistics, brands, and marketers can use these insights to inform their influencer marketing strategy and create campaigns that are more targeted and effective.

About the Author

Influencer Marketing Hub

Writer

The Influencer Marketing Hub Team brings together a diverse group of experts with a passion for influencer marketing, digital trends, and social media strategies. Each piece of content crafted by this team is researched and written to provide valuable insights, tips, and updates for our readers. Our authors are dedicated to delivering high-quality, informative, and engaging articles that help businesses and influencers thrive in this rapidly changing digital world.