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The live video streaming platform Twitch, owned by Amazon, may not have the broad recognition and audience in the U.S. that other video-centric social platforms have, but it is steadily expanding its share. New CivicScience survey data among U.S. adults around Twitch highlights not only a growing interest in a wide variety of content to watch, but also an opportunity for brands and advertisers to reach a high-value audience that is ready to convert.
The latest data reveal that the percentage of U.S. adults who watch content on Twitch at any frequency has jumped by seven percentage points over the past four years. Notably, the percentage who tell CivicScience they watch Twitch at least ‘weekly’ has spiked five points over the same time period – rising to 21% among Millennials aged 30-44 and 30% among Gen Z aged 18-29. Men are more likely to watch Twitch for any amount of time than women (30% to 20%, respectively).
However, some Americans are doing more than simply tuning in—an additional poll finds that 6% of U.S. adult respondents report having a paid monthly subscription to a Twitch content creator. This compares to 12% who say they have a paid monthly channel membership to a YouTube creator.
Additionally, what was once largely a platform reserved for video game and esports content has expanded into a wider selection of content to watch. While casual video gaming is the most common genre, around one in five Twitch viewers report watching other non-gaming-related categories, such as music, live events, and creative streams. Viewers are also fairly dispersed across other genres beyond the top three, with 21% citing ‘something else,’ further highlighting the fact that Twitch isn’t just for gamers anymore.
Why should brands pay attention to Twitch? The sway of both influencers and social media as a whole is continuing to climb, and not just among Gen Z. Although Twitch may not have the broad recognition that YouTube, TikTok, and Instagram have, CivicScience data show that Twitch viewers are notably more likely than users of these three platforms to say they trust social media influencers. Given that trust, it’s unsurprising that they are also more likely to have made a purchase based on influencer recommendations.
However, it’s not just that influencers are driving purchases; Twitch viewers are also the most open to purchasing directly on a social media platform. This may only increase soon as brands like e.l.f Cosmetics dip their toes into new ad capabilities on Twitch, which allow for direct integration into livestreams.
Furthermore, consumer-declared data from CivicScience also finds that frequent Twitch viewers (at least weekly) are particularly:
- Positive that the current state of the economy is a good time to make a major purchase.
- Likely to spend more on holiday gifts this year than last year (65% will spend more, compared to 7% who will spend less).
- Optimistic that they will have more disposable income in 2026 compared to 2025 (37% expect to have more, compared to 16% who estimate having less).
Taken together, the data points to a platform that has evolved well beyond its gaming roots and is gaining momentum among consumers who are both confident and primed for future spending. Twitch’s blend of devoted communities, creator trust, and expanding content lanes positions it as a space worth watching. Its impact could grow faster than its audience numbers alone would suggest.
