Almost nine in ten UK brands and agencies aren’t using Twitch for influencer campaigns, even though up to 39% of viewing is non-gaming content.
Marketers could be missing out on one of the most engaged audiences online by continuing to dismiss Twitch as a platform for gamers, new analysis from influencer marketing platform Kolsquare suggests.
Almost nine in ten UK brands and agencies aren’t using Twitch for influencer campaigns, even though up to 39% of viewing on the platform is now of non-gaming content.
Twitch, the Amazon-owned livestreaming platform, attracts 35 million viewers a day and 240 million a month. Although it remains best known for gaming, its most-watched category is now Just Chatting, where creators livestream conversations, interviews, panel shows and everyday life.
Non-gaming content now accounts for between 32% and 39% of all viewing time on Twitch, compared with around 20% in 2020.
Kolsquare’s State of Influencer Marketing Europe 2025 report found that only 11% of UK brands and agencies had run influencer campaigns on Twitch.
This compares with 23% in France, 20% in Italy and 16% across Germany, Austria and Switzerland.
Twitch viewers watch around 19 billion hours of content a year, while 72% of its global audience.
Alicia Van der Meer, UK Marketing Manager at Kolsquare, says: “Twitch has evolved far beyond gaming, but many marketers’ perceptions of the platform haven’t caught up. Brands that overlook it are missing access to highly engaged communities whose relationships with creators are built over hours of live conversation rather than seconds of scrolling.
“The opportunity isn’t limited to gaming brands or celebrity streamers. Smaller, specialist creators can give brands an authentic place within the conversation, while clips from a single livestream can continue reaching audiences across TikTok, Instagram and YouTube long after the broadcast ends.”
Viewers spend hours with their favourite creators
Unlike the short videos and posts that dominate Instagram and TikTok, Twitch streams commonly last between two and eight hours.
Audiences return regularly to watch particular creators and interact with them and other viewers in real time, creating tight-knit communities and unusually strong relationships.
A 2025 Amazon Ads survey found that 54% of Twitch viewers trusted their favourite streamers to recommend products. This rose to 67% among the platform’s most engaged viewers.
More than half of those highly engaged viewers said they had researched a product after seeing it featured in a sponsored stream.
Twitch isn’t only for gaming brands
The growth in non-gaming content means Twitch is increasingly being used by organisations with no connection to the gaming industry.
The Paris Chamber of Trades and Crafts used the platform in a campaign designed to change how teenagers viewed careers in manual trades.
Smaller streamers may offer greater value
Kolsquare’s analysis suggests marketers shouldn’t automatically target Twitch creators with the largest audiences.
Mid-tier streamers attracting an average of between 500 and 5,000 concurrent viewers can offer particularly strong opportunities because they are still able to respond personally to people in their chats.
This allows brands to become part of the conversation rather than simply appearing in a conventional advertisement.
Content from the livestream can also reach far beyond the original audience. Streams frequently generate dozens of short clips that are subsequently shared on TikTok, Instagram Reels and YouTube Shorts.
Kolsquare has now added Twitch to its influencer marketing intelligence platform, allowing brands to search for streamers using data including average and peak concurrent viewers, viewing time, active days and content category.
It has also published a new guide to help brands and agencies understand Twitch creators, audiences and campaign opportunities.
The 2026 Twitch Guide is available at: https://drive.google.com/file/d/1N6n9itl0wgcnDyaE0QALv3zqzZRkQYGQ/view?usp=sharing
