The platform Twitch.tv—unlike the typical social media channels most of us use daily—has its own cultural nuances and is defined by the type of content it hosts. Twitch focuses primarily on live streaming, meaning real-time broadcasts delivered straight to viewers’ screens. So-called “streamers” create media content and distribute it online using streaming technology and software for audiences who actively seek out that kind of content.

Once upon a time, there was a guy named Justin…

Twitch.tv—originally known as Justin.tv—was created as a platform for sharing one’s personal daily life via live stream. The idea came from its founder, Justin Kan (yes, he really named the network after himself), who decided to literally strap a camera to his head and document his life in real time—24 hours a day, 7 days a week—for anyone to watch.

 

In 2007, the only active channel on the platform belonged to Justin himself—no one else could register. But before long, the digital curtain dropped, and countless user-created channels emerged, with people streaming and generating user-generated content (you can read more about UGC on our blog too ).

Today, Twitch.tv is the most successful live-streaming platform in the world, holding a 73% market share. In 2023 alone, viewers watched a total of 21.4 billion hours of live content, with 240 million unique monthly visitors. In the Czech Republic, the numbers are smaller but still notable—with around 45,000 unique viewers each month. Statistics show that 3 billion people globally play video games—that’s about 40% of the world’s population. With such a massive audience, it’s no surprise that brands are eager to claim a share of attention for their campaigns on a platform primarily built for gamers.

How Twitch.tv Hits the Target Audience

What does marketing look like on Twitch? One obvious answer is unskippable ads—the kind we all love to hate. On Twitch, these often appear right in the middle of live streams, where the platform’s algorithm serves tailored ads that viewers must sit through in order to continue watching their chosen content.

What makes these ads clever is how precisely they can target specific audiences. For example, if you’re watching a cooking stream, it’s very likely you’ll see an ad for a new frying pan. Watching a gaming stream? A promo for the latest gaming PC probably isn’t far off. This contextual relevance increases the chance that the ad actually resonates with the viewer.

Beyond that, Twitch also features banner ads, affiliate programs, and influencer sponsorships—just like other social platforms. However, if you want to advertise on Twitch using traditional ad formats, you’ll need access to Amazon DPS (Demand-Side Platform). Unfortunately, this service isn’t available on the Czech market, meaning you can’t launch campaigns directly. Instead, brands must reach out to Twitch and arrange a private media deal.

Advertising Here Is One of a Kind

But what exactly makes Twitch.tv such a uniquely attractive platform for marketers? We’ve touched on it already—but let’s take a closer look.

Every streamer builds their own community of viewers, who tune in based on shared interests—whether it’s cooking, art, or the most dominant reason Twitch exists: gaming. Each streamer maintains direct contact with a niche audience that likely shares their passions. Unlike traditional television or pre-recorded YouTube videos, Twitch viewers can interact with streamers in real time—no need to wait for a reply in the comments. This level of interaction significantly boosts user engagement.

It’s like imagining Rey Koranteng and Lucie Borhyová reading and reacting to live viewer opinions while presenting the evening news on TV Nova. On Twitch, this kind of dynamic interaction is not only possible—it’s essential. And it’s exactly what sets Twitch apart from other social media platforms.

For marketers, the Twitch community presents a valuable opportunity to connect with Gen Z: 41% of users are between 16–25 years old, and another 32% fall into the 25–34 bracket—making up a combined 72%. This rare mix of live content, audience engagement, and demographic focus offers brands a distinct environment where they can truly stand out.

Source: Streams Charts

Take Off the Rose-Colored Glasses

High engagement, a reachable target audience, and strong appeal to younger generations can make brands feel like Twitch.tv is the perfect place to invest their marketing efforts and make a breakthrough. But even here, there are barriers worth considering before integrating this unconventional platform into your strategy.

Brands often have to work directly with streamers to create sponsored content, due to the platform’s targeting limitations—which rely more on the personality of the streamer than on the specific content being viewed. This approach can be more expensive, time-consuming, and produce highly variable results depending on the streamer’s influence and authenticity.

Twitch users are also generally more resistant to traditional advertising formats. Since the platform is built on long-form, live content, ads can feel disruptive. Many viewers subscribe to Twitch Prime or individual streamers specifically to avoid ads altogether. And because viewers are engaged in real-time content, they’re less likely to click away to explore promoted products or services. As a result, while impressions may be high, click-through and conversion rates can remain low.

Finally, it’s crucial to remember that the majority of advertising on Twitch doesn’t come from traditional placements—but from influencer partnerships. This dynamic requires a different mindset, creative strategy, and long-term brand collaboration to be effective.

A Creative Approach to Campaigns

If a brand decides to launch a campaign involving influencer partnerships, the approach is typically more creative than traditional collaborations. It considers the communities the brand wants to engage with—and how to best connect across different streamers. These partnerships are especially common among gaming companies, tech brands, supplement providers, and energy drink labels.

Brands can leverage branded extensions, product placements, event sponsorships, or even organize their own tournaments and community challenges. On-screen banners and custom overlays with distinctive brand elements can be seamlessly integrated into the content being streamed.

Unlike paid ads, these collaborations offer continuous brand exposure throughout the stream—not just a fleeting 10-second spot—making them more immersive and impactful for engaged viewers.

Red Bull’s product placement in the form of a mini-fridge and drinks, prominently displayed in the commentator studio of a prestigious Valorant esports tournament.

DHL banners appearing at the bottom of the stream during the global ESL Pro League tournament in CS2. You can also spot 1xBET as the official betting partner.

A gaming show and World of Warcraft quiz hosted by SecretLab during the Race to World First event, where player guilds compete against each other. Other partners included Alienware and Monster Energy. Banners from Coinbase were visible, along with product placement—chairs, laptops, and energy drink cans featured in the background.

Louis Vuitton, Red Bull, Spotify, Coca-Cola… and Komerční banka?

One place we can look for inspiration is past events that have involved brands—both global and local. Before we dive into the Czech scene, let’s take a look at some of the major campaigns that made waves on Twitch.tv.

Twitch.tv hosts a wide variety of tournaments each year. One of the biggest is the League of Legends World Championship, organized by Riot Games. Among its most notable sponsors are luxury brands like Louis Vuitton, Mercedes-Benz, and even Tiffany & Co.—a clear sign that high-end labels are ready to invest in gaming culture when the audience and cultural fit are right.

The League of Legends World Championship tournament recorded 205 million viewers worldwide and 6 billion hours watched in a single year.

Amazon Prime Gaming was the most-mentioned sponsor of the tournament, appearing over 35,000 times in chat. Viewers could earn limited in-game items and merchandise each day of the event simply by typing “!prime” to enter a giveaway. Louis Vuitton and Tiffany & Co. created buzz around the League of Legends finals by designing the championship trophies for the winners.

At the top of the individual streamer rankings stands Spanish creator Ibai Llanos Garatea, who has hosted the amateur boxing event La Velada del Año annually since 2021 on his Twitch channel. The third edition launched with major sponsorship from Red Bull, Spotify, and Coca-Cola. By Twitch standards, the event was a massive success—watched by 3.7 million Spanish-speaking viewers simultaneously, alongside a live audience in a 70,000-seat arena. While these numbers may seem modest compared to global broadcast events, they highlight the growing strength of the community and reveal promising potential for the platform’s future.

For brands, Ibai is an ideal Twitch partner thanks to his exceptional ability to involve his entire community and produce viral, high-quality studio-level streams—a true money-maker. You can check out his well-edited behind-the-scenes documentary in your free time here.

You may have also heard the term “cinkačka” here in the Czech Republic as part of a campaign by Komerční banka and Mastercard, titled Cinkačka IRL. In collaboration with six Czech streamers, the brands organized a tournament combining online and offline games, where streamers competed to win prizes worth CZK 300,000 for their viewers.

The only condition for viewers to be eligible to win was to download the KB+ app and open an account with a debit card.

Conclusion

Marketing on Twitch.tv offers brands a unique opportunity to reach a specific and loyal community—but it also requires an understanding of the platform’s distinctive dynamics. For brands, it’s essential to approach Twitch as a space for creating meaningful viewer experiences with added value, where collaborations with the right influencers can lead to higher engagement and better results.

If you’re considering investing in this platform, it’s important to take its specifics into account—and remember that success here depends on your ability to engage with audiences in real-time…

Or leave it to us—and we’ll help you make it happen.