The Research Behind Livestream Advertising Effectiveness

The 2021 study “Twitch User Perceptions, Attitudes and Behaviours in Relation to Food and Beverage Marketing on Twitch Compared with YouTube” by Pollack et al. (view study) analyzed how viewers respond to advertising across platforms. The results show that Twitch users are not only more receptive to ads but also more likely to engage and act on them.

• 72% of participants recalled seeing at least one advertisement while using Twitch.
• 56% noticed conversations about promoted products in chat, and 25% actively joined those discussions.
• 14% of users reported craving an advertised product; 8% said they purchased after exposure.
• Fewer Twitch users reported negative emotions toward ads (40%) compared to YouTube viewers (65%).
• 79% believed Twitch ads help support streamers — a crucial trust factor for authentic brand alignment.

In short, Twitch audiences are more engaged, more responsive, and less ad-averse than traditional online audiences. This means brands advertising through live streams reach not only more attentive eyes — but more receptive minds.

What These Findings Mean for Modern Advertisers

The Pollack et al. study highlights a simple truth: viewers trust streamers more than platforms. When a brand integrates its message through the creator’s environment — rather than forcing pre-rolls or popups — viewers perceive it as supportive, not intrusive. This changes everything for startups and consumer brands seeking visibility without backlash.

• Better engagement: Ads blend into the creator’s layout instead of interrupting it.
• Social amplification: Viewers discuss products live in chat, expanding reach organically.
• Purchase impact: Exposure correlates with measurable cravings and buying behavior.
• Positive perception: Advertising feels like supporting streamers, not big corporations.

These insights underline why livestream advertising is more powerful than static web ads. Each impression represents minutes or hours of continuous exposure within an emotionally charged, community-driven experience.

How StreamPlacements Applies This Research

StreamPlacements was created with these behavioral insights in mind. Our system empowers brands to integrate non-intrusive sponsor banners directly into livestream overlays — exactly where viewers naturally focus their attention.

• Persistent visibility: Banners stay on screen for the full duration of a stream, not just 15 seconds.
• Non-interruptive: Ads don’t block gameplay or video content; they enhance the viewing layout.
• Audience-aligned: Choose specific genres, streamers, and languages for contextual relevance.
• Performance-based: Pay by viewer-hour (CPVH) to ensure every dollar reflects real exposure.

By applying academic evidence on viewer behavior, StreamPlacements delivers a data-driven way to build brand trust inside live environments. Advertisers benefit from long exposure times and organic credibility — two factors that directly drive recall and conversion.

Why Persistent Overlays Outperform Traditional Digital Ads

Traditional digital campaigns suffer from fleeting visibility and high competition. Banner ads are ignored, and social ads vanish after a quick scroll. Livestream advertising solves this by embedding your brand into the environment audiences already love.

• Extended screen time: Viewers see your brand for hours per session, not seconds.
• Enhanced recall: Continuous passive exposure builds familiarity and trust.
• Creator synergy: Audiences perceive ads as supporting their favorite streamers, boosting goodwill.
• Conversation triggers: Real-time chat makes every ad a potential talking point.

This aligns perfectly with the study’s findings that Twitch viewers engage with advertising both cognitively and socially — a dynamic that StreamPlacements amplifies through strategic in-overlay design.

Example: Turning Research into ROI

Imagine a snack or beverage company running a campaign during evening gaming streams. Research shows that 88% of viewers eat snack foods and 83% drink while watching Twitch. StreamPlacements makes this the ideal setting to showcase a food or drink brand. With overlays visible for 4+ hours and optional chat promotions (“Type !snack for 10% off”), the brand taps into both the viewer’s attention and current activity.

The result: authentic engagement, measurable recall, and increased purchase intent — all validated by the behavioral data cited above.

Final Thoughts: Research-Driven Growth for Modern Brands

Livestream platforms combine entertainment, community, and commerce — and advertising there is fundamentally more engaging than static or search ads. Studies like Pollack et al. (2021) prove that audiences are not only receptive but influenced by in-stream exposure. StreamPlacements takes these scientific insights and turns them into a tool that any business — from startup to global brand — can use to grow visibility affordably.

If your business wants to run Twitch sponsorships, YouTube Live ads, or Kick promotions that actually reach engaged viewers, visit StreamPlacements.com and start building your first campaign today.

Reference: Pollack, C. C., Gilbert-Diamond, D., Emond, J. A., Eschholz, A., Evans, R. K., Boyland, E. J., & Masterson, T. (2021). Twitch User Perceptions, Attitudes, and Behaviours in Relation to Food and Beverage Marketing on Twitch Compared with YouTube .