In today’s fast-paced digital landscape, brands constantly search for genuine and authentic ways to captivate their target audience, struggling to make lasting impressions from short-lived trends and superficial engagement. People are more frequently searching for human connections in an online space overrun with bots, clickbait and content farms.
Long-form content creates engaged communities who connect through ‘fandoms’, and in a recent survey conducted by Twitch they found 70% of their audience said fandom and community are part of their everyday life. These aren’t just small niche communities either, these fandoms come together in their millions every day.
Last year, Twitch saw 20 billion hours of live streamed content consumed on their service alone, with over 105 million average monthly visitors and an average of 2.5 million people tuning in at any given moment, demonstrating a hunger for livestreaming and long-form content.
For Twitch, community doesn’t just exist online though, it comes into its own twice a year at its IRL events TwitchCon Europe and TwitchCon San Diego. It is here that you witness first hand what livestreaming builds. It isn’t just swathes of mindless online content to scroll through, but real communities, engaging real people, connecting cultures from all over the world.
With this enormous, diverse audience at marketers’ disposal — the most pressing issue to address is: how do you engage with them?
From ‘Impressions’ to Real Engagement
Gen Z and Millennials aren’t just passive consumers; they’re co-creators, and they’re open to brand involvement. Streamers on Twitch are given the tools to share their passions, creating spaces where everyone can find their tribe, building huge global communities, both online and IRL at TwitchCon.
These communities go far beyond gaming; from music to beauty, sports to lifestyle, Twitch is redefining how livestreaming can span every possible hobby, interest and passion. And this is being recognised by A-listers across these industries, from musicians such as Travis Barker and Post Malone to TV and film personalities like Bill Nye, a diverse mix of celebrities take to Twitch every year to share their passions with their fans.
This unique sense of belonging is a powerful draw for both viewers and brands, and it’s a key driver behind Twitch’s success. Amazon Ads’ recent “From Ads to Zeitgeist” research highlights this, revealing that 70% of Gen Z adults and millennials are seeking a sense of belonging. Twitch offers just that, a place for people to connect with others who share their passions.
In turn, this opens a door for brands and marketers, enabling access to these tight-nit communities and offering unique opportunities to tap into a diverse range of interests, in ways traditional media simply can’t replicate. At TwitchCon for example, you’ll have a make up class going on in one room, while in the next is a seminar on building your community — the diverse interests of the Twitch community culminate in an event that inspires the thousands of attendees to experience new things.
With a huge array of opportunities, aligning brands with the right audiences is critical to ensuring that campaigns don’t miss. Twitch’s Brand Partnerships team acts as a strategic guide, helping brands discover relevant communities, connect with global streamers, and develop engaging campaigns that captivates viewers. This collaborative approach goes beyond traditional advertising, creating genuine partnerships that benefit both brands and the passionate Twitch community.
Long Form vs Short form content
In an era where short-form content is seemingly king, Twitch is proving the power of long-form content. For years now, people have become more savvy and desensitised to fleeting online adverts, which are commonplace in the short-form ecosystem. By leveraging long-form content, brands have the opportunity to build lasting relationships with a passionate and hard-to-reach audience. This is like traditional television but for a new generation. Rather than people getting up and skipping the advert breaks, a lot of the adverts are integrated into the entertainment itself.
Twitch believes in building meaningful, lasting connections that keep viewers engaged, and this focus on long-form content allows brands to tell their stories compellingly, fostering deeper relationships with their audience. Nike Jordan’s activation during the Paris Olympics, streamed globally on Twitch, demonstrated how immersive, community-driven storytelling can amplify brand influence. Their “One Finals” stream became Twitch’s largest paid stream ever, reaching over 10 million viewers. YSL Beauty’s interactive “Black Opium Treasure Hunt,” partnering with streamers, garnered over 690,000 views and saw custom emotes used over 83,000 times.
Bringing Online Communities IRL
TwitchCon is a testament to this thriving community, bringing together thousands of streamers, viewers, and brands for a weekend-long celebration of creativity, gaming, and connection. 2025 marks TwitchCon’s 10th anniversary, a milestone showcasing its impressive impact. This is where the power of Twitch partnerships truly shines.
Brands like McDonald’s, Samsung and NYX have embraced TwitchCon with interactive on-site activations, driving real-time community participation and generating significant buzz. McDonald’s hidden rewards campaign at TwitchCon saw over 17,000 booth visitors and over 6 million impressions across social media. Meanwhile at TwitchCon San Diego last year, Samsung created the ultimate mobile gaming experience, complete with activities and challenges for gamers of all levels. These examples showcase how brands are successfully leveraging TwitchCon to connect authentically with target audiences.
Twitch isn’t just the future of live streaming; it’s the benchmark. For brands looking to connect with engaged audiences through compelling long-form content, it offers an unparalleled service for building genuine relationships and driving meaningful results.
Returning to Rotterdam on May 31-June 1 and San Diego on October 17-19, TwitchCon celebrates its 10th anniversary in 2025. Click here for details on becoming a sponsor or creating custom brand campaigns, reach out to Twitch’s brand partnerships team. Stay up to date with the latest news and information on Twitch by visiting the website here.
