Twitch Advertising in 2025: How Brands Can Win With Entyx and Native Ads

_{Date of published:}April 16, 2025

Insights

Twitch is a platform that's revolutionized the world of live streaming, bringing millions of people together to watch, chat, and interact. In 2025, it remains one of key platforms for brands to build profound bonds with their target audiences. Twitch transformed from live streams about video games to a powerful channel for creative, commercial, and interactive content, shaping streaming trends. So, there's no room for banner blindness here - only native ads, live reactions and engagement that's hard to replicate on other platforms. And this is what Entyx platform does - makes advertising on Twitch easy, efficient and based on real-time analytics.

So, how can advertisers tap into Twitch's potential without interrupting the experience? Let’s explore the history, opportunities, and future of Twitch advertising — and how Entyx, an AI-powered platform, is making it all seamless. Let’s dive in!

A Look Back: Twitch’s Journey From Justin.tv to Global Giant

Before Twitch became a household name, it started as Justin.tv in 2007 — a personal livestreaming project by Justin Kan, where he broadcasted his daily life 24/7. As Justin.tv expanded, the gaming category exploded, prompting the launch of a new platform: Twitch, named after “twitch gameplay” — a nod to fast reaction times in video games.

📆 Launched in 2011
📈 Reached 45 million viewers/month by 2013
💰 Acquired by Amazon in 2014 for $970M

Amazon’s backing turned Twitch into a content giant. The acquisition was considered a strategic move by Amazon to strengthen its position in the gaming industry, and the company promised to support Twitch's growth and innovation. It expanded beyond games into creative streams, IRL content, and live entertainment, helping Twitch shape the modern landscape of livestreaming.

Twitch Today: Beyond Gaming into Creative, IRL, and Commerce

In 2015, the platform introduced Twitch Creative, a space for artists and creative professionals to showcase their work. The amazing Bob Ross marathon was among one of the greatest additions to Twitch through the creative categories.

Later in 2018, the platform also launched Twitch IRL, allowing content creators to stream their everyday lives and share personal experiences with viewers. Creators such as Jake & Bake and Hitch rose to fame by broadcasting their everyday experiences, kind of going back to the roots of the platform's creation with Justin.com.
Twitch isn’t just a content platform — it’s a community-first ecosystem, built on real-time interaction, live reactions, and long-form engagement that’s hard to replicate on social media.

The Dark Side of Growth: Challenges & Controversies

As Twitch grew, the platform faced various controversies and challenges. Incidents of harassment from unfortunately numerous famous streamers arise too often. People may seem super friendly or someone you think you may know through stream interactions, but they may not be who you think they are. People make mistakes, but some people have ill intentions. Never trust blindly just because they are famous on Twitch. Swatting, where malicious users report false emergencies to send law enforcement to a streamer's home, has become popular for attention-seeking from viewers. Swatting is a serious crime that can put innocent lives in danger and is not something to take lightly or use jokingly. Twitch has made efforts to address these issues by implementing stricter moderation tools and guidelines to protect the community.

In 2020, Twitch faced a massive wave of Digital Millennium Copyright Act, or DMCA takedown notices. Targeting streamers who played copyrighted music during the broadcast, Twitch's response to these takedowns drew criticism from content creators who argued the platform lacked proper tools and guidelines to help them avoid copyright infringement.

In response, Twitch rolled out tools like Soundtrack by Twitch and supported copyright-free projects like StreamBeats to help creators avoid violations. The company has also improved moderation tools to better protect both viewers and streamers.

Despite the controversies, Twitch has undeniably provided a platform for thousands of content creators to make a living through streaming, domination, subscriptions, and ad revenue. With the introduction of the Twitch affiliate and partner programs, the platform has made it easier for creators to monetize their content and grow their audience. Gifted subs was something that was asked for by major streamers for years. When it finally arrived, it took off like a rocket. It is claimed that gifted subs, hype trains, and the ad revenue program increased streamers' earnings by 27% per viewer hour. Twitch has also been a powerful force for good. For example, in 2019, GuardianCon, now known as GCX, raised $3.7 million for St. Jude, and in 2020, the gaming community raised over $200 million for charity through Twitch streams alone.

The world came to a screeching halt in March of 2020, as the virus we know as COVID was sweeping the world and keeping people locked in their homes. This unfortunate pandemic was a jolt to the amount of viewers consuming Twitch streams every day. With nothing to do but consume media, or even make it, Twitch saw an 80% increase in viewership on the platform. Although Twitch's numbers have gone down since the world reopened, they still remain the top live streaming platform by a wide margin.

Twitch Advertising in 2025: Trends and Tools for Brands

Influencer Partnerships

Twitch just announced that there's some pretty big changes happening in 2025 and one of these changes talking about removing affiliates has gotten a lot of streamers upset. Nevertheless, brands can still provide streamers with their items to be constantly showcased during their live streams or add interactive banners to drive sales. Collaboration is a core part of Twitch, Entyx uses AI to match brands with Twitch streamers who align with their audience, values, and tone. No more guessing or manual outreach. We want to make it easier for advertisers to promote their brands and bring them more integrations without a ton of planning and prep work - using only a data-driven approach. This makes any advertisement - from product placement to gamified banners - as seamless as possible. Entyx makes it easier than ever for advertisers to connect with the right streamers — and launch campaigns that blend into the livestream naturally. This way, advertisers become part of the streaming culture.

Live Advertising

Entyx AI grants businesses full control over their ads in real-time.Want to adjust your ad mid-stream? With Entyx’s Real-Time Ad Engine, advertisers can pause, modify, or optimize campaigns without interrupting the stream — keeping the viewer experience intact. The feedback of viewers is always visible in the chat that is scanned by the Sentiment Tracking tool. Entyx analyzes viewer chat and reactions live, so brands get instant feedback on how their message is landing. It’s like running a focus group during every campaign. We offer native formats that perfectly blend in and such ads are being perceived as a part of the performance, which engages and rests memorable for users.

Community Engagement

Unfortunately, one can’t just buy friends and brands can’t buy real engagement on Twitch — it is gained with trust and interactions. Viewers value honesty, loyalty, and authenticity. Brands that show up with genuine partnerships and interactive content win hearts — and conversions. Entyx platform helps advertisers become a part of the community: launch ad games that motivate viewers to play and reward viewers for interacting, and turn passive viewers into brand advocates; listen to the audience in chat and respond to their pains; use select the best-fit streamers with AI analytics. The audience of Twitch appreciates genuineness and easily sees falseness but in case an advertiser shows loyalty to streamers, their feedback will skyrocket sales.

Looking Ahead: What’s Next for Twitch?

Twitch is already exploring integrations with blockchain and NFTs, as well as new monetization models that may transform how streamers get paid. The possibilities for advertisers are growing rapidly — but so is the need to adapt. Whether you’re launching a product or building brand loyalty, Twitch is where the next generation of digital engagement is happening.

Final Word

In just over a decade, Twitch has transformed from a niche platform for gamers to a global phenomenon that has redefined the world of livestreaming. With its unique blend of interactivity, community, and content, Twitch has become an indispensable part of the online entertainment ecosystem. Despite facing numerous challenges and controversies, the platform continues to grow and innovate, promising an exciting future of streaming for both content creators and viewers alike.
Advertisers have to adapt fast their brand strategy and make the most out of these exciting times we are living in. Entyx is one click away to drive digital engagement and make your ads feel as seamless as possible! With Entyx by your side, your brand can: