10 Aug TWITCH GROWTH REPORT 2021
1. Twitch growth from Q2 in 2020 to Q2 in 2021 was 16%.
In the Q2 2021, the total number of hours watched on Twitch was 8.99 billion (that is a 2.5% increase from Q1 when it was 8.77 billion).
2. 40% of live stream viewers annually come from Twitch
Twitch accounts for approximately 40% of all the live stream viewers annually, almost half of the entire viewership we see online.
3. 1.8% of ALL internet traffic comes from Twitch
1.8% may not sound like a lot at first, but when we’re discussing the entirety of internet traffic, those are massive numbers that can’t be ignored.
4. Twitch is viewed more than most other major networks
Twitch is viewed more regularly than most other major forms of video consumption, such as titans like ESPN and even Hulu.
5. The average user is on the Twitch platform for 100 minutes a day
Twitch surpasses many competitors with a whopping, on average, 100 minutes of viewership a day per person. – more than an hour in layman’s terms.
6. 22% OF TWITCH’S USER BASE IS THE US CONSUMER, BUT THERE IS A GLOBAL AUDIENCE
Over 22% of Twitch audience is from the U.S. The countries right behind the U.S. in traffic include places like Korea and Germany among others.
7. 6 BILLION TOTAL MINUTES OF TWITCH WATCHED IN 2021
When we analyze statistics by Twitch, we’ll see that it surpassed approximately 6 billion total hours of watch time in the first Q1 of 2021 alone.
8. ESPORTS ARE OVERTAKING TRADITIONAL SPORTS AND TWITCH HAS 3 MILLION CONCURRENT ESPORTS VIEWERS
Esports are some of the most popular streams on Twitch. They bring in an impressive 3 million concurrent viewers at any given time.
9. 14.2 BILLION MESSAGES ARE SENT THROUGH THE CHAT FEATURES IN A YEAR
Chat messages appear in real-time during a live stream. They are a source of conversation between the creator and their viewers while they are simultaneously streaming. 14.2 billion chat messages were sent in a single year on Twitch, which is evidence of the community’s life.
10. 80% OF TWITCH USERS SURVEYED FEEL POSITIVELY ABOUT BRAND ADVERTISING, ENDORSEMENTS, AND SPONSORSHIPS
A survey conducted suggests Twitch users are more agreeable to ad content on their screen.
11. 73% OF THE PLATFORM’S USERS ARE MILLENNIALS AND GEN Z
Since its conception, Twitch has had a massive following among millennials and Gen Z, specifically those under the age of 35.
12. THE GENDER GAP IS CLOSING WITH 65% OF USERS BEING MEN AND 35% BEING WOMEN
Women have made themselves a force to be reckoned with on Twitch and are making their voices heard through the content they are creating.
13. 9 MILLION CREATORS CAN BE FOUND STREAMING EVERY MONTH
At the present, Twitch has over 9.36 million creators streaming every month.
14. THE MOST FOLLOWED TWITCH STREAMER HAS 16 MILLION FOLLOWERS AND COUNTING
As of 2021, Ninja is the most followed streamer with 16.8 million followers.
15. THE MOST FOLLOWED FEMALE TWITCH STREAMER HAS 7 MILLION FOLLOWERS AND COUNTING
Pokimane has made a name for herself as the most popular woman on the platform with over 7 million followers right now.
16. THERE ARE AROUND 27,00 AFFILIATE PARTNERS ON TWITCH
At the present, there are 27, 00 partners in their affiliate program.
17. TWITCH GENERATED $230 – $300 MILLION IN REVENUE BY Q2 2021
Twitch generated over $100 million by Q1 2021, and this number had doubled by Q2 2021.
18. TWITCH HAD 103 MILLION IN EARNINGS THROUGH IN-APP PURCHASES ALONE
$103 million of Twitch revenue comes just from in-app purchases alone, without any consideration for other avenues of profit.
Twitch Growth Statistics Report for 2021
Twitch continues to soar in popularity! In Q2 2021, the total number of hours watched was 8.99 billion (a 2.5% increase from Q1 when it was 8.77 billion). Twitch growth continues to rise exponentially, with an increase of 16% in hours watched from the same time in 2020. As Twitch becomes more integrated into our daily lives, the company continues to invent new ways to attract new users. Live streaming no longer serves just for the video games but has drawn Twitch influencers from traveling to esports.
Live streams have almost always been a part of the platforms we love, but they are rarely ever seen as the focus. Other sites can often consider it a backseat feature that they don’t pour as much effort into. Effectively, when this is the case, they are underutilizing its massive potential for growth and revenue. Thankfully, in recent years, we have come to realize more and more the endless possibilities that go hand in hand with live streaming. When it’s given the proper attention to flourish, we reap the benefits.
Whether it’s a brand or streamer, Twitch provides many opportunities for widespread reach with its 41.5 million users and 26.5 million active accounts daily. All of these users are consuming more content than ever. We can thank the site’s format that encourages longer stays and stronger connections between viewers across previously defined boundaries.
In this report, we will be sharing some of the most interesting Twitch statistics that cement its place in a competitive field that is expanding with every day that passes. Here, our job is to provide our readers insight by offering the real numbers that highlight some of our quantitative research and analysis. Thank you to Pew Research Center, the leader in social media analytics, for providing the data that helped develop these insights.
Top Twitch Growth Statistics for 2021
1. Twitch growth (streamers): 40% of live stream viewers annually come from Twitch
We’ve already discussed how big a market there is for live streaming, and Twitch is the arena leader. This is thanks to years of building its audience from the ground up. Twitch accounts for approximately 40% of all the live stream viewers annually, almost half of the entire viewership we see online. This means it is not only a viable source for expanding a brand’s media awareness but a necessary one that we can’t afford to forget. It is crucial to consider Twitch as a viable advertising strategy; otherwise, we won’t be tapping into a large chunk of the targeted audiences who consume most of their live media through it.
2. Twitch growth (traffic): 1.8% of ALL internet traffic comes from Twitch
1.8% may not sound like a lot at first, but when discussing the entirety of internet traffic, those are massive numbers that can’t be ignored. Twitch being on the map for these statistics is a sign of the elevated status it has received due to its ability to adapt over time to the current trends.
When we talk about 1.8%, we are talking about a far greater number than many of the heavy hitters that come to mind. We can view it in contrast to the many other major players in the game. This includes the beloved streaming sites most of us use daily and have come to view as the gold standard.
This data is a testament to how strong of an influence Twitch has on the world around us. It shows its sway over the consumers that brands will specifically be trying to target. With numbers like the ones mentioned, it’s impossible to ignore what is staring right at us.
3. Twitch growth ( in comparison): Twitch is viewed more than most other major networks
Some may dismiss twitch as a small-scale platform, but the facts prove otherwise. The data doesn’t lie about the sheer impact Twitch has made in the markets we track. Twitch is viewed more regularly than most other major forms of video consumption, such as titans like ESPN and even Hulu.
Both of these, and others, are taken seriously when it comes to advertising opportunities, so why shouldn’t Twitch? If we neglect the ever-growing viewers that Twitch presents us with on a silver platter, we will never address a significant subsection of consumers. When we do that, it can result in a purchasing power gain long-term for many brands.
4. Twitch growth (average daily usage): The average user is on the platform for 100 minutes a day
Another metric where Twitch shines is in the amount of time users actively spend there. Overall there has been an easily identifiable difference in viewing times compared to other social networks. It surpasses many competitors with a whopping, on average, 100 minutes of viewership a day per person. – more than an hour in layman’s terms.
This is partially due to the dominant focus on lengthier live streams instead of the short bursts that other apps cater toward. The typical watcher is more inclined to spend over an hour watching this extended content, being dedicated fans of the platform and its people –including brands looking to venture into the territory.
5. Twitch growth (demographics): 22% of Twitch’s user base is the US consumer, but there is a global audience
Twitch has found its home in the US market, with it being the site’s predominant traffic source. Much of its US data has further shown the platform’s popularity in the region where the numbers speak for themselves. The US can be tough to break into, but Twitch has cornered the live streaming market.
Keeping that in mind, though, Twitch’s influence spans far across the globe. The countries right behind the US in traffic include places like Korea and Germany, among others. These numbers demonstrate the far reach that Twitch has on audiences across the world – not just in one location.
6. Twitch growth (total watched minutes in 2021): there have been more than 6 billion total minutes of Twitch watched in 2021
Above, we talked about the average person’s watch time, which far exceeds that of the average social network. However, the true awe comes from recognizing the watch time of Twitch users in total, even in a mere quarter, as we’ll show. When we look at the company’s numbers and statistics, we’ll see that it surpassed approximately 6 billion total hours of watch time in the first part of 2021 alone. This is an astounding amount of time in any measure, especially when only considering the first quarter of the year. The fact that it is a current number means that it can be applied to today’s predictions and anticipations for marketing.
7. Twitch growth (Esports): Esports are overtaking traditional sports – and Twitch shows that with 3 million concurrent viewers
Rapidly, esports are overtaking traditional sports. While traditional sports have held the globe captivated for decades, esports give them a run for their money. The beauty of esports is that it is not confined to one specific region. Players can face off all across the world, and the numbers are showing that attracts people.
Recently, we have seen spikes in esports viewership. It was recorded that in a year, esports already have more viewers than some traditional sports. Even national staples likes American football are floundering under the pressure. And the others aren’t far behind as this trend continues in favor of esports.
Esports are some of the most popular streams on Twitch. They bring in an impressive 3 million concurrent viewers at any given time. These huge numbers signaled to many in the industry that we are rapidly heading toward an even greater increased interest in esports. If this is the case, it is expected to bring a tidal wave of activity on Twitch to correspond to it, an up-and-coming prospect for brands and advertisers.
Esports are some of the most popular streams on Twitch. They bring in an impressive 3 million concurrent viewers at any given time. These huge numbers have signaled to many in the industry that we are rapidly heading toward an even greater increased interest in esports . If this is the case, it is expected to bring a tidal wave of activity on Twitch to correspond to it, a very promising prospect for brands and advertisers.
8. Twitch growth (direct messages): 14.2 billion messages are sent through the chat features in a year
The community on Twitch is also one of the reasons it stands out in the sea of social network rivalry that we’ve seen in the last few years. Aside from the sheer number of watchers, we can also view the activeness of its users through other statistics. One way to gauge the engagement is to put forward the numbers surrounding the chat messages.
Chat messages appear in real-time during a live stream. They are a source of conversation between the creator and their viewers while they are simultaneously streaming. 14.2 billion chat messages were sent in a single year on Twitch, evidence of the community’s life.
9. Twitch growth (advertising): 80% of twitch users surveyed feel positively about brand advertising, endorsements, and sponsorships
The community that Twitch has built is vibrant and full of enthusiasm. A survey was conducted recently that suggests Twitch users are more agreeable to ad content on their screen. It was stated that they believe ads, endorsements, and sponsorships are vital for the community they inhabit to develop beyond where it currently rests. They then said they are excited to support favorite brands and streamers on the platform – which is a friendly departure from some social networks that do not share the same sense of friendliness.
10. Twitch growth (age group): 73% of the platform’s users are millennials and generation Z
Since its conception, Twitch has had a massive following among millennials and gen z, specifically those under 35. They helped build the platform and made it what it is today through their passion. This focus on younger generations is very brand-friendly and pushes a conversation with these groups that sometimes isn’t possible elsewhere.
Millennials and Gen Z are an important market for any brand or advertiser to harness because they frequently spend money recreationally. They are the generations that are most likely to shop online in particular. This is an advantage for e-commerce businesses and brands that push digital content, whatever that may be.
11. Twitch growth (gender demographics): the gender gap is closing with 65% of users being men and 35% being women
There is a stereotype with Twitch that it is a male-driven field. And, while maybe in the past that could be true, today we see a more diverse range of voices there. Not only are the creators and streamers becoming more diverse, but also their viewership is experiencing the same change that only helps to further its outreach.
Women have made themselves a force to be reckoned with on Twitch and are making their voices heard through the content they are creating. Twitch isn’t only for one demographic; it is a one-stop shop for everyone, no matter their background. It is a community that brings others into the fold, as we see with current numbers.
12. Twitch growth (monthly usage): over 9 million creators can be found streaming every month
The strength of influence is impossible to ignore on any social network. At present, Twitch has 9.36 million creators streaming every month. These are the ones who push content and make Twitch what it is today. They are the power behind the machine and are what drives viewers to the site every day.
Twitch has some great opportunities for collaboration between brands and the streamers they have supported through verification. They are a very amenable platform for these kinds of deals. Both Twitch and its content creators present valuable tools for those looking to dip their toes into advertising on Twitch. Working with a streamer allows for an even more targeted experience to speak directly to similar people.
13. Twitch growth (most followed streamers): the most followed Twitch streamer have 16 million followers and counting
The biggest streamers on Twitch make the most noise, as is true anywhere. They are the megaphones for any major topic on the platform. If there’s a message to be sent to Twitch’s many users, it is through the creators they’ve come to love. This is the heart of Twitch’s operation at its very core and is one of the reasons why the platform stays so successful.
As of 2021, Ninja is the most followed streamer with 16.8 million followers, an impressive amount no matter what we use as a comparison. The mentioned number of followers is proof of how much attention Twitch and its creators receive. It shows the scale that Twitch has risen to recently.
14. Twitch growth (most followed female streamers): The most followed woman twitch streamer – has 7 million followers and counting
We’ve brought to attention the increased presence of women on Twitch in this article; now it’s time to show the proof. Pokimane has made a name for herself as the most popular woman on the platform, with over 7 million followers right now. Her channel has become synonymous with Fortnite and league of legends, games she often plays that are already popular on Twitch. She has been streaming on the platform for years, making her an original creator.
Many comparisons are drawn between her and Ninja with their similar places in the so-called hierarchy of Twitch. Between the two, we can see the direction of Twitch and what we can anticipate over the next few years. Studying the current favored content that is being put on Twitch is vital for understanding where it’s going, something we all want to predict ahead of time.
15. Twitch growth (affiliates): there are around 27,00 affiliate partners on Twitch
Twitch has a very large affiliate program, which is a bonus. At present, there are 27,000 partners in their affiliate program. It means there are plenty of streamers out there looking for collaborations. Their robust database of popular creators is hand-selected for their viewership. This means quality candidates are being put forth who are willing to work with brands. All of this is incredibly useful when thinking about advertising on Twitch in the near future. It cuts back on the possibility of ending up working with unprofessional individuals on Twitch and lets you get right to the promotion.
16. Twitch growth (revenue): 230 – 300 million in revenue by the year’s midpoint was reported
Money talks: in Twitch’s case, it says a lot. The platform has an impeccable business model that keeps people spending money. Monetization, even in the big picture, is important and gives an idea of the platform’s scale. In Twitch’s case, it is operating on a fairly massive scale. We also see the intense engagement we’ve been talking about as we view these numbers that show Twitch is profitable no matter where else we decide to look.
Twitch has several methods to increase user numbers, encourage spending, and display the right promotions in front of the right people.
17. Twitch growth (earnings): Twitch saw over 103 million in earnings through in-app purchases alone
Since we’ve been able to break down the total earnings, we can now look at where that big number is coming from. 103 million of that is just from in-app purchases alone, without any consideration for other avenues of profit. This shows that even casual viewers are still spending money, who may not be as vocal in the community. Aside from the importance of the top Twitch streamers, we’re seeing money flowing in from regular people who do not have massive followings. The importance of the normal viewer cannot be discounted. They may not be prioritized as often, but they are the ones spending money through Twitch.
The Future Twitch Growth
The data indicates that Twitch’s growth places it into the category of major players amongst the social networks. We have seen that Twitch has continued to exceed its expectations and made a name for itself off of that drive to succeed. It has changed the way we view video, live streaming content, and how we consume it. If there is a hub for live streaming on the internet, it starts and ends with Twitch. There is no equal rival that can match what Twitch has done in this niche. Twitch set itself apart from other streaming platforms out of the gate and defined the standard, but its continued evolution has kept it at the forefront of the pack.
The Twitch statistics we provided in this article have only furthered the narrative that Twitch is the leader in this category and social networks generally. We have also given brands and ambassadors food for thought on viewing Twitch for advertising and sponsorships. We can easily say that Twitch has always been profitable, but the year 2021 has sealed the deal in what they have achieved. There is no doubt in our minds of what Twitch can and will accomplish in the future. Its endless opportunities ahead will be perfect for brands to take advantage of for themselves.
Twitch has emerged as the leading platform that helped revolutionize the landscape of live streaming and brought it to the forefront of the public consciousness. Without Twitch, we wouldn’t have the same access to streaming in the way we have grown accustomed to in our lives. It has taken the classic concept of the live stream and breathed new energy into it by making it more accessible for all of us. We can see its impact if we look at the engagement it receives on any given day.
Marketers who aren’t taking Twitch seriously need to rethink their meaning of accomplishment. Twitch may not be the first thought to go into someone’s mind when thinking about advertising, but it should be up for consideration given its growth. If this article has provided us with one thing to consider, it should be our preconceived notions of what Twitch is and how we have been presented with clear evidence to the contrary.
As we’ve described, Twitch is the perfect match for many brands and ignoring it will only hurt them down the road. If we put the necessary effort and funding into advertising on Twitch, we can see more profitable years on the horizon..