Today, Twitch has emerged as a global powerhouse for live streaming, attracting millions of viewers and content creators worldwide. While platforms like Facebook, Instagram and YouTube dominate digital marketing in Pakistan, Twitch’s growing popularity among gamers, influencers, and niche communities presents a unique opportunity for brands to tap into an engaged audience. With increasing internet penetration and a young technology-competent population, Pakistan’s digital industry is ripe for innovative advertising strategies. But is Twitch the next big thing for brand advertising in the country? Our Tashheer research team will explore Twitch’s potential, key opportunities and challenges for marketers looking to leverage this dynamic platform in Pakistan’s evolving digital market.

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What is Twitch?

Twitch is a live-streaming platform primarily known for gaming content. It allows creators (known as streamers) to broadcast themselves playing video games, hosting talk shows, doing live Q&A sessions or even sharing lifestyle and creative content. With real-time chat and engagement features, Twitch offers a unique level of interactivity unmatched by traditional social media platforms. Globally, Twitch boasts over 140 million monthly active users with a significant portion belonging to the coveted Gen Z and millennial demographics, two groups that are notoriously difficult to reach through traditional advertising.

History of Twitch: From Startup to Streaming King

Twitch, launched in June 2011 as a spin-off of Justin.tv, is a U.S.-based live-streaming platform primarily known for video game and esports broadcasts, but it also features music, creative, and real-life streams. Acquired by Amazon in 2014 for $970 million, it rapidly grew to become the leading platform in its category, surpassing Justin.tv and YouTube Gaming. By 2015, Twitch had over 100 million monthly viewers, and as of 2020, it hosted three million monthly broadcasters and 15 million daily active users. By 2025, it ranked as the 30th-most-visited website globally, with most traffic coming from the U.S., Russia, Germany and France. In late 2023, Twitch announced its exit from South Korea in 2024 due to high network costs.

Twitch in Pakistan: A Growing Presence

Twitch is still relatively new platform in Pakistan’s digital space but its growth is undeniable. A small yet dedicated group of Pakistani gamers, influencers and content creators are now consistently using this new platform. With the rise of esports, increasing broadband penetration and a youth-dominated population, Twitch has fertile ground to expand. Popular streamers like Ducky Bhai, Arslan Ash and Hania among others, are gaining traction and drawing attention to this platform. This gaming scene in Pakistan is booming with local tournaments, international recognition and increasing sponsorship interest, all factors that hint at Twitch’s promising future.

Why Twitch is Attractive for Brands

Twitch offers unmatched engagement through real-time interaction and community-driven content. Its young, loyal audience makes it a goldmine for brands seeking authentic connections and visibility.

1. Engaged and Loyal Audiences

Twitch users tend to be highly engaged and loyal. Viewers often spend hours watching their favorite streamers, forming tight-knit communities. This allows brands to target niche demographics with greater precision, leading to more relevant and impactful advertising. For example, a tech company could target viewers of popular tech streamers or a food delivery service could partner with a streamer known for their “Just Chatting” sessions during meal times. This type of long-form engagement is a goldmine for brands seeking deep, meaningful interactions with potential customers.

2. Authentic Influencer Marketing

Twitch streamers have a personal, unfiltered connection with their audiences. Brand partnerships that feel organic like product placements, giveaways or sponsored segments, can deliver high ROI if done tastefully. Brands can engage with viewers in real-time through chat, polls and interactive elements, creating a more personal connection. This direct interaction can build stronger brand loyalty and advocacy. Imagine a local beverage brand sponsoring a streamer’s chat during a popular game, offering exclusive discounts to viewers.

3. Creative and Integrated Advertising Formats

Twitch offers various advertising options beyond traditional pre-roll video ads. Brands can sponsor entire streams, create branded overlays, integrate products into the streamer’s content or even host their own branded channels and events. This allows for more creative and less intrusive ways to reach the audience. A local exports organization could partner with a gaming hardware brand to host a sponsored tournament streamed exclusively on Twitch.

4. First-Mover Advantage

Since Twitch advertising is still untapped in Pakistan, brands can establish themselves as pioneers and capture market share early on. It is a chance to stand out and build brand equity in a fresh, uncluttered space. By starting early, brands can position themselves as innovators, capture audience attention before this platform becomes crowded and establish a strong presence.

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Challenges and Considerations

Despite the exciting potential, several challenges and considerations need to be addressed:

Relatively Smaller User Base (Currently)

Compared to established social media platforms, Twitch’s user base in Pakistan is still relatively small. Brands need to weigh the targeted reach against the overall scale of their campaigns.

Understanding the Twitch Culture

Twitch has its own unique language, norms and community dynamics. Brands need to invest time in understanding this culture to avoid appearing inauthentic or out of touch. Missteps can lead to negative backlash from the community.

Measurement and Analytics

Strong data and analytics specific to the Pakistani Twitch audience might be less readily available compared to other platforms. Brands need to work closely with Twitch and potential partners to establish effective measurement strategies.

Content Moderation and Brand Safety

Live streaming inherently carries risks related to content moderation. Brands need to carefully vet potential streamer partners and ensure appropriate safeguards are in place to protect their brand image.

Payment and Monetization Challenges

The monetization industry for content creators and advertising on Twitch in Pakistan might still be developing, potentially posing challenges for payment processing and campaign execution.

Language Barrier

While English is widely understood in urban and digitally savvy segments, a significant portion of the Pakistani population may be more comfortable with Urdu or other regional languages. Brands need to consider language localization in their content and campaigns.

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