4 things you should know about Twitch
If your business has anything to do with video games, or the people who play them, you need to understand Twitch.
Founded in 2011 as a spinoff of Justin.tv and owned by Amazon since 2014, Twitch remains the largest live-streaming platform for gaming in the West. Its content has also grown well beyond games: talk shows, music, creative work, and casual "Just Chatting" streams now draw huge audiences.
| Twitch at a glance | Latest figure |
|---|---|
| Average concurrent viewers (September 2026) | About 2.1 million |
| Average channels live at any moment (September 2026) | About 90,000 |
| Channels that went live in September 2026 | About 6.1 million |
| Total hours watched in 2025 | About 19 billion |
| Most-watched category | Just Chatting |
Source: TwitchTracker. Viewership has softened from its 2021 peak as YouTube and Kick compete for streamers, but Twitch is still where most live gaming audiences gather.
Here are four things you should know about Twitch, especially if gamers are part of your target audience.
1. It is accessible almost everywhere
Twitch runs in any web browser and has apps for iOS and Android phones and tablets, current game consoles, and most streaming TV devices. If a device can run apps, there is a good chance Twitch is available on it.
Accounts are free for both viewers and streamers. Viewers can watch without an account, but they need one to chat, follow channels, and support creators.
2. Streams are interactive, and not just about games
Video games are expensive, and Twitch streams help players decide what to buy in a way traditional reviews can't. Viewers see the game in action and hear an unfiltered reaction from a streamer they trust. In other words, they are watching both the game and the person playing it.
The live chat is what makes Twitch different. Viewers talk with the streamer and each other in real time, vote in polls, and redeem Channel Points for on-stream rewards. That level of interaction builds loyal communities, which is exactly why brands want to be part of them. Our tips for going live on any platform apply here too.
3. Streamers can make money, and it's easier to start
In May 2026, Twitch launched Monetization for All, giving every eligible streamer access to subscriptions, Bits, emotes, badges, and Channel Points. Streamers still need Affiliate or Partner status to cash out their earnings. Until then, the money sits in a balance they can only spend on Twitch.
Twitch also lowered the bar for Affiliate status. Here is how the two programs compare:
| Affiliate | Partner | |
|---|---|---|
| Followers | 25 or more | No set minimum |
| Time streamed (last 30 days) | 4 hours | 25 hours |
| Unique broadcast days (last 30 days) | 4 days | 12 days |
| Average viewers | 3 concurrent viewers on those 4 days | 75 concurrent viewers |
| How you join | Automatic invite once you qualify | Apply after earning the Path to Partner achievement; Twitch reviews each channel |
| Payouts | Yes | Yes |
| Extra perks | Core monetization tools | Verified badge, priority support, stream delay, more emote slots, longer video storage |
How viewers support streamers
| Method | How it works |
|---|---|
| Subscriptions | Monthly support at three tiers. In the U.S., Tier 1 is $5.99 on the web (higher in mobile apps), Tier 2 is $9.99, and Tier 3 is $24.99. |
| Bits | Virtual currency viewers use to "cheer" in chat. Streamers earn one cent per Bit. |
| Ads | Affiliates and Partners earn a share of revenue from ads that run during their streams. |
| Sponsorships | Brands pay streamers directly for mentions, product placement, or sponsored streams. |
By default, streamers keep 50% of subscription revenue. Through Twitch's Plus Program, Affiliates and Partners who earn enough recurring paid subscriptions can raise their share to 60% or 70%. Learn more about affiliate marketing in general.
4. Amazon Prime members get Twitch perks
Twitch Prime became Prime Gaming in 2020, and in October 2025 Amazon folded Prime Gaming into Amazon Luna. The name changed, but Prime members who link their Amazon and Twitch accounts still get:
- One free channel subscription every month
- Expanded emote sets
- Extra chat colors and a Prime chat badge
- Free PC games and in-game content through Luna
That free monthly subscription matters for creators, because millions of Prime members can support a channel at no extra cost.
What Twitch means for your business
Most businesses won't build a following by streaming on their own channel. The bigger opportunity is reaching Twitch communities that already exist.
| Approach | Best for | What to measure |
|---|---|---|
| Sponsor a streamer | Brands that want trusted, authentic recommendations | Clicks and sales from a unique link or promo code |
| Run Twitch ads | Broad awareness among gaming audiences | Clicks to your landing page and conversions |
| Stream on your own channel | Game studios, esports organizations, and creators | Follower growth and chat engagement |
| Build your community off-platform | Any brand that sponsors or appears on streams | Email and SMS sign-ups from Twitch traffic |
Smaller streamers often deliver more engaged, targeted audiences at a lower cost, just like nano and micro-influencers on other platforms. Our guides to starting your first influencer campaign and choosing the right influencer platform can help you plan.
Whichever approach you choose, give every streamer a unique tracked link with UTM codes so you can see which partnerships actually drive clicks and sales. Then send that traffic to a landing page that captures email or SMS sign-ups, so you can keep the relationship going after the stream ends.
Frequently asked questions
Is Twitch free to use?
No. Anyone can watch Twitch for free. A free account is needed to chat and follow channels, and viewers can optionally pay for subscriptions, Bits, or Twitch Turbo for ad-free viewing.
Is Twitch a good way to reach younger audiences?
Yes. Twitch's audience skews young, which makes it a strong channel for reaching Gen Z and younger millennials. See our 11 ways to better engage with Gen Z consumers.
Do Prime members still get a free Twitch subscription?
Yes. Amazon retired the Prime Gaming name in 2025 and moved its benefits into Amazon Luna, but the free monthly Twitch channel subscription is still included with Amazon Prime.
Keep exploring live video
Twitch is a popular place for gamers to connect, share, and explore, and understanding it helps you find natural ways to bring your brand into those communities. See our 12 live-streaming tips to look more professional on camera, and if YouTube fits your brand better, try our 20 tips to grow your YouTube subscribers.
When you are ready to turn stream viewers into customers, DailyStory's automation, audience segmentation, and SMS marketing can help. Schedule your free demo with us today.