Twitch Advertising: The Essential Guide for Advertisers

Why advertise on Twitch in 2025?

With over 2.5 million concurrent viewers every day and an average of 7 billion hours watched per quarter (source: TwitchTracker 2025), Twitch is now an essential platform for video advertising targeting a young, engaged audience that is difficult to reach through traditional channels.

Owned by Amazon since 2014, Twitch is fully integrated into the Amazon Ads ecosystem, allowing you to run advertising campaigns via non-skippable pre-roll video or through branded content partnerships with streamers, in a targeted, measurable, and programmatic way.

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How do you advertise on Twitch?

1. Programmatic advertising via Amazon DSP

Since 2021, it has been possible to run your Twitch ads programmatically using the Amazon DSP platform. This allows for:

- Rapid activation (under 24 hours)
- An accessible entry budget (starting at €1,000)
- Advanced targeting (age, gender, location, device, interests)

It is currently the most common way to advertise on Twitch at scale, without needing direct agreements with the platform.

2. Partnerships with streamers

You can also sponsor ad breaks or specific content created by the streamers themselves. This more immersive approach allows you to:

- Integrate your brand message into the creator's world
- Generate high engagement
- Create native formats: challenges, product placements, etc.

3. Twitch display advertising (live)

Less common, but still an option: buying live ad space via Twitch Ads. However, the entry cost is higher (often €10,000+), with longer lead times.

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What kind of ad targeting is available on Twitch?

Twitch remains heavily rooted in gaming, but its audience is expanding to include talk shows, sports, music, lifestyle, and more.

With Amazon DSP, you can target:

- Age
- Gender
- Location
- Types of content watched (FPS, RPG, eSports, Just Chatting, etc.)
- Devices used (mobile, desktop, console)

⚠️ Note: the more precise the targeting (e.g., targeting a single game), the higher the CPM will be.

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What advertising formats are available on Twitch?

- Pre-roll video : short ad (6-15s) played before a stream starts. Non-skippable.
- Mid-roll or sponsored break : triggered by the streamer, highly immersive.
- Display : banners and overlays around the video player (less common in France).

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How much does it cost to advertise on Twitch?

Via programmatic:

- Starting at €1,000 minimum investment
- Average CPM: between €15 and €25, depending on targeting and seasonality

Direct or influencer partnerships:

- Higher entry cost : €10,000 to €50,000 depending on the campaign
- Cost per streamer : based on their reach and the type of integration

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What results can you expect?

Twitch is a powerful branding lever :

- High visibility through immersive formats
- Increased recall thanks to the live context
- Real-time measurement via Amazon DSP: CPM, completed views, frequency, etc.

Don't expect clicks: Twitch is not a direct performance channel (like Meta Ads or Google), but an excellent tool for capturing attention and building brand awareness.

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Our take: why Twitch is becoming essential for brands

- An ultra-engaged community that rejects traditional advertising but is receptive to creative content
- Young audiences (16-34 year olds) who are no longer reached by TV
- Long-form viewing habits : several hours per session

If you are a brand in gaming, entertainment, soft drinks, tech, fashion, or sports, Twitch is likely a channel to include in your 2025 media strategy.

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Need some guidance?

At Klox, we run dozens of Twitch campaigns for our clients every month. From design to management, including activation on Amazon DSP, our team supports you in maximizing your performance.

👉 Contact us here to discuss it.