Maryna Semidubarska
AuthorTwitch advertising means running ads during live streams or around them, so your brand shows up while people are actually watching. Not just scrolling, but really watching.
The platform gets around 35 million users daily, most under 34 who are into gaming, music, sports, or just chatting. Most of the viewers stay hours on the platform and not simply scroll. That makes Twitch different from places where people scroll without paying much attention.
You can run your ads through Amazon Ads or Twitch’s own system. You can run video ads before or during a stream, place banners on the site, or even take over the homepage for maximum visibility. You can also collaborate with streamers directly and have them show or talk about your product live. That approach feels more real for the viewers and works well.
Twitch is not a fully self-serve platform like Meta or Google. You usually talk to someone at Twitch, set a budget, and they run it for you. But the good thing you get in return is focus and attention from the viewers. If your audience is on Twitch, this is where they’ll actually see you.
Twitch works around creators and their communities. People here don’t just watch passively, they come on Twitch to chat, meet, and they stay for hours. That’s why ads here work best when they feel like part of the experience and not something dropped in from the outside.
You’ve got a few ways to show your products or services on Twitch:
You set up targeting through Amazon Ads, choosing who sees your ads based on age, location, interests, or the types of content they watch. This helps your message reach people who are more likely to convert and is extremely important for targeted advertising.
And no, Twitch doesn’t have a DIY ads dashboard like Meta or Google. You work with a Twitch or Amazon Ads rep. You tell them your goal, share your creatives and budget, and they set it up for you. It takes more effort, but it also means your campaign gets attention from the right people when they are most ready to check out your services.
Advertising on Twitch might become a great marketing tool if your audience is young and active online.
Here’s what makes Twitch better compared to other platforms:
Twitch gives you a lot of different ad formats to work with. Some ads play right in the stream. Some are placed around the site, like banners on the homepage or game directories. And some are built straight into the content, when a streamer partners with a brand and shows or talks about a product live. Each one works a bit differently, so you can pick based on what you’re trying to say or stack a few together if you want more reach.
Here’s a quick tour of the main formats:
A big static banner right on Twitch’s homepage. It sits on both sides of the main carousel and is one of the first things people see when they log in. Great for reach and brand visibility.
A smaller banner (300×250) that shows up next to content on category or game pages. Works well for short messages, promos, or clicks to landing pages.
A wide banner at the top of the screen while users browse or scroll. Not flashy, but it stays in view and builds awareness as people navigate the site.
These run inside the stream player, before a stream starts or during breaks. You can’t skip them, and they’re always fully in view. Twitch uses SureStream tech to make sure they play smoothly, even with ad blockers. These are the most immersive formats, especially if your ad includes sound, motion, or a story.
This one guarantees your ad is the first one a user sees that day. It kicks in even if the streamer normally has pre-rolls turned off. It’s a premium buy with wide reach, used mostly for big launches or announcements.
These are small overlay banners that show up during the stream without stopping it. They’re lighter, less disruptive, and work well for staying visible while keeping the content going.
You can also partner directly with streamers. They might play your game, try your product, or mention your brand live. These placements feel more natural and usually come with high engagement, especially when the creator genuinely likes what they’re showing.
Twitch doesn’t use fixed pricing. What you pay depends on the ad format, who you’re targeting, and how you set up the campaign. Most pricing runs on a CPM model, which means cost per 1,000 impressions. You’re paying each time your ad is shown and not when someone clicks or buys.
CPMs usually range from $2 to $10 per 1,000 impressions, though they can go higher depending on your targeting and ad format. If you’re targeting popular age groups or running during peak times, the price will go up. Premium formats like homepage takeovers or First Impression ads cost more, but they also give you more visibility.
Twitch works on a managed campaign model, so you’ll usually set things up through a sales rep. Costs depend on the format, reach, and setup. If you’re working with a smaller budget, focusing on specific regions or content categories can make it easier to stay on track without overspending.
Just keep in mind that Twitch often works with set packages and timelines, so flexibility is a bit limited. But that also means your campaign gets a clear structure from a Twitch team and support from them, so your ad has a higher chance of reaching the right people.
Starting a Twitch campaign isn’t like launching ads on Meta or Google. There’s no option to create your own ads in your ad studio, and to launch a campaign, you need to contact the Twitch team. Here’s what the process looks like:
Twitch has its own rhythm. People come to hang out, follow creators they like, and watch things live. Ads that match this energy tend to work best. They feel like part of the platform, not an interruption.
These strategies help you match your message to the way Twitch works, so your ads feel right at home and actually get noticed.
Understand the culture.
Twitch is full of different communities, inside jokes, and streamers with loyal fans. The ads that work here feel like they belong, not like the user is forced to watch them before they get access to their content. Before running anything, spend time watching streams in your category. Learn how people talk, what they laugh at, and what they care about. Ads that copy these things feel more welcome.
Work with streamers.
The easiest way to get noticed without annoying anyone? Partner with streamers. Instead of running a video ad, let a creator talk about your product live. Maybe they try it on stream or use it during a gameplay session. If they like it, their community will pay attention. It’s a native, personal, and hard-to-ignore approach.
Bonus: Twitch has a Brand Partnership Studio that helps match you with the right creators.
Add interactivity.
Twitch viewers love to click, vote, and chat. If your ad can include even a small interactive element like a poll, question, or QR code, it’s more likely to get attention. Some brands even drop links into the chat while their ad plays. It feels more like a conversation than a break.
Match your ad to the moment.
Timing is very important on Twitch. Don’t just send your ad into a stream at a random time. If you’re working with a streamer, plan ad breaks at natural pauses. If you’re running broader campaigns, think about when your offer makes the most sense: energy drinks at night, food delivery at mealtimes, merch right before a big game launch.
You can also ask the Twitch team to limit how often your ad appears to the same viewer. This helps keep your message fresh and avoids overexposure.
Watch what works.
After your campaign starts, keep an eye on the data. Which streamers or categories get better results? Are people watching your full video or skipping early? Are they clicking?
Use this info to shift focus toward what performs best. Apply marketing attribution models to understand which touchpoints actually drive conversions.
If a certain game or ad creative gets better results, prioritize it. Small changes can improve your ROI quickly.
Creative that fits the vibe.
Twitch is casual, weird, and often hilarious. Your ads should feel the same. Even a small wink to the audience like “We know you’re here for the stream, not us” can go a long way. Avoid slick, overly polished ads that feel out of place. Consider animated styles, gaming references, or creator-style humor. Wendy’s, for example, used a virtual anime-style avatar in their ad, and it worked better than standard fast food messaging.
Track better with server-side.
Even though Twitch doesn’t offer a Conversions API, and so there’s no direct server-side tracking tag for it in Stape, it doesn’t mean you can’t plug it in the same way you would with Meta or Google Ads. If you set up Twitch to send webhooks, you can forward that data to your server GTM container on Stape, and from there, you can process it and collect customer data in the analytics platforms you use.
Twitch is a platform where people come to spend hours watching one creator and not to scroll. For marketers, that means real attention. These numbers help you plan smarter, especially when paired with advanced eCommerce analytics.
Twitch in numbers
Audience profile
Content diversity & creators
Geographic & platform uniqueness
Ad sentiment & engagement
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