Top 10 Streamers for Twitch Influencer Marketing
GRIN also recommends this Quick Guide: Influencer Types: Which is best for your brand?
Twitch has evolved into a live video streaming powerhouse since it was first introduced in 2011.
The platform allows users to watch live video of their favorite content creators and interact via chatbox on the side of the screen. While originally focused on eSports, Twitch has since grown to offer music broadcasts and creative content, as well as “IRL” — or, “in real life” — streams that are mostly meant for streamers to have an open conversation with their fans.
The platform was bought by Amazon in 2014 for $970 million. More than 9 million people were creating content on Twitch by April 2021, and by the following month, Amazon announced its OTT streaming business and Twitch now reaches 120 million monthly viewers.
Twitch influencer marketing: an overview
With the vast majority of streams lasting well over an hour, Twitch provides influencers the chance to produce unscripted, long-form content in an intimate setting that doesn’t seem unnatural or forced. By inviting users right into an influencer’s personal living room, studio, or kitchen, Twitch viewers can interact and feel like they are really getting to know their favorite Twitch streamer content creators, and your brand, on a more personal level.
Twitch is one of the few social media platforms that has seen an increased focus on influencer marketing over the past two years and is just one of two platforms (TikTok, Twitch) that has seen an increase of at least 8% since 2019. Other, more “traditional,” platforms like Facebook, Twitter, and Instagram have been on the decline for influencer marketing over that same time period. See also: Top 30 TikTok Fashion Influencers in 2021
Twitch audience demographics
Younger viewers dominate the Twitch landscape, with more than ⅔ being under the age of 30 in 2020, according to Statista.
- 10-19: 37.8%
- 20-29: 40.6%
- 30-39: 13.2%
- 40-49: 7.1%
- 50+: 0.9%
Twitch skews toward a predominantly male audience. According to Backlinko, platform users were 65% male in 2020. The ratio has, however, leveled out slightly since 2017 when 81% of its viewers identified as male.
When it comes to location, the United States dominates in Twitch app downloads, with nearly twice as many installations as Brazil, the next leading country.
Twitch creators: what you need to know
Twitch streamers have become just as diverse as the interests of average Americans. While gaming is still king among the Twitch community, influencers have diversified their content to the point that the platform attracted enough eyeballs to watch roughly 265.9 million hours of content in the first quarter of 2021. Some of the most popular content types for creators on Twitch include:
- Video games/eSports
- Home/DIY/interior design
While Twitch has helped produce household names within its own community, the platform also attracts an increasing number of mainstream celebrities.
In 2018, rapper Drake collaborated with streamer Ninja to set a Twitch viewership record. NBA stars Kevin Durant and Trae Young hopped on the platform along with 14 other current NBA players for a live gaming event to raise money for charity. U.S. Rep. Alexandria Ocasio-Cortez even found herself on Twitch ahead of the 2020 presidential election to encourage young people to vote while live streaming the popular game “Among Us.”
Our top 10 Twitch streamer picks for 2021
Nick “Nickmercs” Kolcheff has become one of Twitch’s most popular gamers since he got his start in 2010 on the platform’s predecessor Justin.tv.
While Kolcheff’s audience might come to watch the veteran Twitch streamer dominate competitive shooters, they can stay for the self-proclaimed gym rat’s workout videos and conversations that tend to veer deep into the world of sports. Kolcheff has also carved out a niche in console gaming, where the use of a controller is often seen as a huge disadvantage in competitive gaming.
Don’t assume Twitch is just for gamers. If you dig a little deeper you can also find musical gems like Julia “StorioniGirl” Dina.
The professional classical violinist earned her Certificate of Violin Performance from Yale School of Music. She has played in a number of well-known orchestras and served as the concertmaster of Huntsville Symphony Orchestra. Dina left her concertmaster gig last year, which allowed her to discover her love for video games and video game music. She recently gained traction for her Megalovania cover from the 2-D RPG game Undertale.
Spencer “TheRussianBadger” Scott will tell you right off the bat he doesn’t care about streaming. What he does care about is making awesome YouTube content, and his Twitch channel serves as a behind-the-scenes look at the curation element of his creative process.
While his skill level as a gamer Is a topic of debate in some circles, his content is universally respected as evidenced by his more than 1 billion total YouTube views. He also offers reviews and tutorials for players new and old.
Hey Hi Hello! Meet Kate Cavanaugh, a delightfully quirky and interactive freelance writer and aspiring hybrid author.
Cavanaugh invites followers to join her for writing sprints on her Twitch channel. She hosts more experimental writing content, including 24-Hour Write-a-Thons and an “I Tried to Write Like…” series, that can be found on her “AuthorTube” channel on YouTube. When she isn’t writing, Cavanaugh holds honest discussions with her followers about fears, failures, and her search for her identity as a writer.
Hello, beloved human beans! Welcome to VenusWorld, another one of Twitch’s musical communities hosted by pop artist Venus, formerly known as Sophie Janes. The UK singer-songwriter treats subscribers to tri-weekly shows on her channel where she has compiled a setlist of more than 300 original and cover songs.
Venus left school at age 9 and spent her teens teaching herself to play piano and shoot video. Since she hit the streaming scene in 2018, Venus has nurtured what she calls one of Twitch’s warmest communities, whose members she lovingly refers to as her “band of Venusians. Venus has played over 450 “gigs” and logged more than 1,000 hours of tunes since launching her account. Her channel is meant to be a place where people can come to unwind and relax with a cup of tea, and just enjoy the music.
Matts_alright might not have the quantity of subscribers as some of the other Twitch streamers on our list, but his supporters are as avid and supportive as they come.
The former Marine combat veteran, Purple Heart recipient, and father of five uses dark comedy to share stories and raise awareness for what life is really like for military personnel operating in the Middle East. While he does stream live gaming sessions, matts_alright is perhaps best known for his war stories from his deployment and live commentary on combat documentaries, hosting no holds barred discussion on how the films relate to his own experiences and the mental toll those events have on veterans when they return to civilian life.
As a player, Tim “TimTheTatMan” Betar isn’t nearly as skilled as most of his professional gaming peers, but then again, neither are the vast majority of his followers. It’s just one of the many ways he has been able to capitalize on his relatability and grow his following since 2012 into one of the largest and most dedicated on Twitch.
Betar claims his #tatmanarmy as the most interactive — and bizarre — communities on Twitch. The Tat Man plays mostly first-person shooters, but encourages his viewers to chat with him about whatever is on their mind, including life, sports, and any and all video games. He does, however, encourage his viewers to be mindful of their language in case anyone from the “younger generation” is watching.
WitchyTwitchy, also known as Luna Cera and formerly known as Pseudo_Poise, is a seven-year streaming veteran and the only ASMR Twitch streamer on our list.
WitchyTwitchy holds an open dialogue with her community and enjoys discussing her struggles with ADHD, reconnecting with her Native roots, and crafting. Like sweet_anita WitchyTwitchy vocal on on her channels about representation and empowering women in streaming. She is also a prolific cosplayer and scary movie enthusiast.
Brian Hull is a voice actor and impressionist who is all about having a good time and spreading positive vibes. Hull saw overnight success in 2014 after his cover of the song “Let it Go” from “Frozen” in which he uncannily voiced 21 different Disney characters.
Hull’s impressions and will to be weird have since netted him a large YouTube following and growing Twitch community. Even Disney was impressed by his talents, offering him the role of Count “Drac” Dracula in the upcoming Hotel Transylvania sequel, a role previously filled by Adam Sandler.
Ashley “healthyaddict” Paramore is a vegan chef and building a dedicated following in the expanding culinary streaming community. She describes her channel as a place for “cooking, swearing, and tears.”
Based in Austin, Texas, with her husband and four bird dragons, Paramore will teach you how to cook everything from “omelettes” to “chicken wings” and other healthy foods that “don’t taste like dirt.” Paramore is perhaps best known for her weekly Global Vegan Challenge in which she researches and prepares a different dish from around the world.
With countless content creators covering just about any topic one could think of, Twitch is able to provide endless opportunities for your brand as you continue to fill out your Twitch influencer marketing team. The influencers who call Twitch home can help you scale your brand more authentically than if you were to rely solely on paid ads. The long-form content these influencers create have helped them build a rapport with their audiences not found on other platforms, and many of them can produce agency-level quality in terms of content.
The sky is truly the limit for Twitch influencer marketing, and there is no better time than now to get in on the action.
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