Across the past two years, a perceivable trend has emerged in the world of digital gaming. Twitch, once synonymous with the world of streamers, has seen its market share dip as rivals like YouTube Gaming and Kick come on strong. A report from Stream Hatchet has also shown Twitch traffic declining year-over-year, while YouTube Gaming surges.
Traffic measurements on these platforms, however, are fickle. The prevalence of viewbots and the countermeasures against them make all counting attempts too compromised to trust.
What if there was another way to compare Twitch and YouTube Gaming? That’s what Collabstr presented in a new report. Collabstr is an influencer marketing platform that plays the matchmaker between creators and brands, and the creators who are inking those agreements on YouTube seem to be making more on average.
Overall, Collabstr’s dataset includes 15 times more YouTube deals than Twitch deals, so there are some inherent inequalities in Collabstr’s reporting. When the data is drilled down to gaming, however, the deals on YouTube start to look more appealing than comparable agreements on Twitch. The YouTube gaming creators averaged about $203 per deal, compared to about $165 per deal for the Twitch creators.
Based on that data, the YouTub deals are worth 23% more than their Twitch counterparts. Collabstr notes that both platforms are drawing from “the same population of brand buyers.”
Collabstr isn’t advising advertisers to stick with YouTube partnerships and eschew Twitch. Instead, the platform notes that top streamers like Kai Cenat are diversifying across YouTube and Twitch.
YouTube, as this report indicates, can offer more volume than any other creator platform. On Twitch, meanwhile, individual partnerships still provide opportunities — and potential savings for brands. With Kick launching ads and becoming a more
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