Source: TwitchTracker

Twitch’s audience is primarily between 16 and 34 years old (73%), a demographic that dominates gaming, tech, and entertainment spending. These users don’t just passively watch — they actively engage with content for hours at a time. In 2024 alone, Twitch users spent 20.8 billion hours watching streams, proving the platform’s ability to hold attention.

Twitch is also the home of esports and competitive gaming, making it an ideal space for brands in industries like gaming hardware, energy drinks, apparel, and digital services. With dedicated communities built around games like League of Legends, Valorant, and Fortnite, Twitch offers brands direct access to audiences deeply invested in their interests.

Kick: Smaller but rapidly growing

Kick may not have Twitch’s audience size, but it’s growing at a staggering rate. Between January and April 2023, Kick’s viewership jumped 404%, reaching 51.8 million hours watched per month. The number of active streamers on the platform increased from 5 million to 12 million in a single month, signaling strong creator adoption.

Kick’s audience is more diverse in content preferences. While gaming remains a core category, “Just Chatting” streams dominate the platform, and gambling-related content is far more prominent than on Twitch. This creates a different kind of audience — one that is often older, more willing to spend, and deeply engaged with specific interests like high-value entertainment and finance.

Unlike Twitch, where advertisers must compete for attention in an oversaturated market, Kick offers less competition for brand placements, making it easier for advertisers to stand out. The platform’s smaller but highly engaged audience presents a strong opportunity for niche brands looking to reach specific communities.

If you’re already interested, check out our article: Top 10 Kick streamers & how brands can win big with influencer marketing

Takeaway for advertisers

• Twitch remains the better choice for broad brand exposure, thanks to its massive user base and well-established communities. If you’re looking for scale and a proven audience, Twitch is the safer bet.
• Kick offers a growing, more focused audience with high engagement potential, particularly in categories like gambling, lifestyle, and casual content. For brands targeting niche, high-spending audiences, Kick provides an opportunity with less advertising competition.

Advertising and monetization options on Kick and Twitch

Advertising on a live-streaming platform is both about reaching people and how brands can connect with audiences in a way that feels natural and engaging. Twitch and Kick take different approaches to advertising, and that difference could impact how brands get results.

Twitch: A structured ad system with built-in brand tools

Twitch offers a traditional digital ad experience, making it easy for brands to integrate their campaigns. The platform provides several standard ad formats that are familiar to marketers:

• Pre-roll ads: These play automatically when a viewer joins a stream. They ensure guaranteed impressions but can be skipped if a user subscribes.
• Mid-roll ads: These run during streams, often at set intervals, allowing for high visibility but requiring careful placement to avoid disrupting engagement.
• Display banner ads: These appear around the Twitch interface, offering passive visibility without interrupting streams.

Beyond traditional ad placements, Twitch is deeply integrated with Amazon’s eCommerce ecosystem, allowing for seamless product tie-ins. Brands can sponsor content that leads directly to affiliate purchases, game downloads, or product sales within the Twitch marketplace.

Twitch also supports in-stream sponsorships, where brands partner with top streamers to promote products organically. Companies like Red Bull, Logitech, and Nike have successfully leveraged this approach, tapping into highly engaged communities.

With structured ad placements, predictable pricing, and clear performance tracking, Twitch remains the most straightforward option for traditional advertisers looking for large-scale campaigns.

Kick: A creator-first model with no forced ads

As of 2025, Kick does not force pre-roll or mid-roll ads on viewers, making the platform more attractive for audiences but less structured for advertisers.

Instead of traditional ad slots, Kick relies heavily on direct sponsorships and influencer-led promotions. Brands don’t buy ad space — they work directly with streamers to create branded content, sponsorship deals, and product integrations. This method makes brand messaging feel more natural and avoids the interruptive ad experience that can turn off viewers.

One of Kick’s biggest advantages is its creator-friendly revenue split. With 95% of subscription earnings going directly to streamers, creators have more financial freedom, meaning they are more open to organic brand deals and sponsorships. For comparison: Twitch gives its creators only 50%. Kick’s dynamic here shifts advertising from a platform-driven model to a creator-driven model, where brands must work closely with influencers rather than relying on automated ad placements.

However, Kick’s lack of an official ad system means there is less data transparency, fewer performance metrics, and no guarantee of exposure. Success depends entirely on the streamer’s audience engagement and the strength of the brand partnership.

Takeaway for advertisers

• Twitch is the better choice for structured, predictable advertising, with clear ad slots, Amazon tie-ins, and measurable campaign performance.
• Kick offers a more organic, influencer-driven approach, where success depends on building strong partnerships with streamers rather than relying on platform-driven ad placements.

For brands looking for scalability and controlled exposure, Twitch may be the better bet. But for companies that want deeper integration with creators and a more authentic brand experience, Kick presents a unique opportunity — if they’re willing to take a more hands-on approach.

Engagement and viewer behavior on Twitch and Kick

A large audience is one thing, but how that audience engages is what really determines whether a brand’s message will stick. Twitch and Kick attract different types of viewers, with distinct engagement patterns that impact advertising strategies.

Twitch: Built for high interaction and community loyalty

Twitch thrives on real-time engagement. Viewers don’t just watch — they participate, shaping the content alongside their favorite creators. The platform’s built-in tools drive constant interaction:

• Live chat is the heart of Twitch, where viewers engage with streamers and each other in real time.
• Bits and cheers, Twitch’s virtual tipping system, allow fans to financially support their favorite creators while getting on-screen recognition.
• Raids and hosting keep the community connected, as streamers send their audience to other channels, boosting engagement across the platform.

Twitch’s strongest engagement comes from gaming and esports content. Competitive titles like League of Legends, Call of Duty, and Valorant drive some of the highest concurrent viewership numbers. This makes Twitch a prime destination for brands selling gaming hardware, energy drinks, or digital entertainment services.

Another advantage for advertisers is structured content categories. Twitch makes it easy to target specific interest groups, whether it’s RPG players, music lovers, or ASMR fans. This kind of segmentation helps brands align with the right audience without wasting ad spend.

Kick: A smaller, but highly engaged niche audience

Kick is still growing, but what it lacks in size, it makes up for in creator-driven loyalty. Because the platform has fewer streamers competing for attention, those who do build an audience tend to retain viewers for longer periods.

Kick’s engagement is strongest in ‘Just Chatting’ and gambling-related streams, where audiences are deeply invested in the personalities they follow. These categories lend themselves well to long-form conversations, high emotional connection, and repeat viewership — a major advantage for brands that want to build trust rather than just grab impressions.

With fewer content restrictions, Kick also allows for bolder, less conventional brand messaging. Advertisers who are comfortable with edgier sponsorships or high-risk categories (like finance, crypto, or nightlife) may find a unique, highly engaged audience on Kick that simply doesn’t exist on Twitch.

However, without Twitch’s robust content categorization, it can be harder to target specific interest groups on Kick. Successful advertising here relies more on strong streamer partnerships than platform-driven targeting.

Takeaway for advertisers

• Twitch is the best option for broad engagement, structured targeting, and community-driven interactions. If a brand wants to align with gaming culture, esports, or interactive entertainment, Twitch may be the platform of choice.
• Kick offers fewer engagement tools but thrives on deep creator loyalty. If a brand wants to make an impact through personalized sponsorships and high-trust communities, Kick’s niche audience can be incredibly valuable — especially for risk-tolerant brands looking to break away from traditional ad formats.

Twitch wins on scale and structure, while Kick provides a more intimate, influencer-driven engagement model. The right choice depends on the brand’s risk appetite and advertising goals.

Kick vs. Twitch: Brand safety and content moderation

Where an ad appears matters just as much as who sees it. A brand’s reputation is tied to the content it’s associated with, making brand safety and moderation policies key factors in choosing the right live-streaming platform. While Twitch and Kick both offer valuable advertising opportunities, they differ in how they moderate content and manage brand risk.

Twitch: Stricter rules, safer for more conventional brands

Twitch enforces clearer content guidelines and stricter moderation policies, making it a more predictable environment for advertisers. The platform actively removes inappropriate content and has strict policies against hate speech, harassment, and explicit material.

For brands, this means:

• More control over where ads appear. Twitch uses category-based ad placements, ensuring brands don’t end up next to problematic content.
• Strong content filtering. If a stream violates Twitch’s policies, it can be flagged, demonetized, or banned, reducing brand risk.
• A track record of working with major companies. Twitch has built trust with global brands like Pepsi, Intel, and Red Bull, proving that its ecosystem is stable and brand-friendly.

Twitch’s ad-friendly structure makes it a safer bet for mainstream advertisers, especially those who need a controlled environment to protect their brand image.

Kick: A more flexible and less restricted option

Kick takes a different approach to content moderation, offering fewer restrictions and more creative freedom for both streamers and advertisers. This presents opportunities for brands looking to tap into high-loyalty, niche audiences in a more relaxed content environment.

Here’s why Kick is an exciting option for advertisers:

• Less competition for attention. With fewer advertisers compared to Twitch, brands can stand out more easily, making sponsorships and influencer partnerships more impactful.
• Stronger direct connections with audiences. Kick’s looser structure allows for more personalized, unfiltered content, which leads to higher trust between streamers and their viewers — an advantage for brands seeking deeper engagement.
• Ideal for bold, innovative brands. Kick’s audience is more accepting of unconventional marketing, making it a great platform for crypto, finance, lifestyle, nightlife, and edgy entertainment brands.
• A creator-driven ad model. Unlike Twitch’s structured ad placements, Kick focuses on direct sponsorships and branded content, meaning brands can collaborate with influencers to craft more authentic, integrated campaigns rather than relying on traditional pre-roll and banner ads.

While Kick may require more hands-on management to ensure brand alignment, it provides a unique, high-reward space for brands willing to engage with deeply loyal audiences. For companies looking to experiment beyond traditional ad formats, Kick offers a fresh and dynamic alternative to mainstream platforms.

Takeaway for advertisers

• Twitch is the best choice for brands that need stability, control, and predictable ad placements. Its structured advertising system, strict content rules, and brand-friendly environment make it ideal for gaming, tech, food and beverage, and entertainment brands looking for broad appeal.
• Kick offers an alternative for brands looking for high-engagement, personality-driven marketing. If a company wants to connect with niche, high-loyalty audiences through direct influencer sponsorships, Kick provides more flexibility and stronger brand integration opportunities — making it an attractive option for finance, crypto, nightlife, and lifestyle brands.

For brands that prioritize trust and scalability, Twitch remains the safer bet. For those willing to take a more creative, hands-on approach, Kick offers a valuable, fast-growing alternative with deep audience engagement potential.

ROI and cost-effectiveness of Kick and Twitch for advertisers

A bigger platform might mean higher costs but broader exposure, while a smaller platform could offer better deals with deeper engagement. Twitch and Kick present two different cost structures for brands, each with its own advantages.

Twitch: Higher costs, higher reach, more measurable ROI

Twitch’s massive audience and structured ad system make it the go-to platform for brands that prioritize scale and data-driven campaigns. But with that comes higher ad costs.

• CPMs are higher than most digital platforms due to Twitch’s large, engaged audience. While CPMs vary by industry and region, Twitch typically sits between $2 and $10, making it a premium ad space compared to traditional social media.
• More competitive ad space means higher costs. Twitch’s dominance in the live-streaming space makes it crowded with advertisers, driving up prices for premium placements.
• Advanced data tracking and analytics. Twitch provides detailed performance metrics, including view-through rates, audience retention, and engagement data, allowing brands to optimize campaigns for better ROI.

For brands with larger budgets looking for guaranteed reach, Twitch is a safe investment. Its structured pricing and robust analytics ensure advertisers know exactly what they’re getting for their money.

Kick: Lower costs, more flexibility, high-risk/high-reward potential

Kick operates without a structured ad system, making it far less competitive for advertisers. This lowers costs and increases opportunities for brands willing to work directly with streamers.

• Less competition means lower ad costs. Because Kick doesn’t have an official self-serve ad platform (yet), sponsorship deals are often negotiated directly with streamers, creating more affordable opportunities than Twitch’s high CPM structure.
• No fixed ad pricing = more flexibility. Brands can negotiate custom sponsorships, leading to better control over messaging, deeper integration with content, and potentially higher engagement.
• ROI depends on influencer partnerships. Since Kick relies heavily on direct sponsorships, campaign success depends on choosing the right creators. A well-aligned partnership can generate strong audience loyalty and long-term brand visibility, while a misaligned sponsorship could mean wasted budget.

For bolder brands Kick offers high-value advertising at a fraction of Twitch’s cost. It’s especially attractive for brands that want to experiment with new audiences or break into influencer marketing without spending premium rates.

Takeaway for advertisers

• Twitch offers premium pricing but guarantees reach, visibility, and measurable results. It’s ideal for brands that need structured, scalable ad campaigns with clear ROI tracking.
• Kick provides a lower-cost, flexible alternative for brands willing to invest in direct influencer sponsorships. While riskier, it offers high engagement and strong niche audience connections at a much lower cost than Twitch’s mainstream ad placements.

For brands with big budgets and a need for structured ad placement, Twitch may be a better option. But for companies looking to maximize ROI through personalized partnerships and lower ad costs, Kick is a promising alternative — especially for brands targeting highly engaged, creator-driven audiences.