Livestreaming has grown into a global phenomenon, with audiences becoming more diverse and dynamic every year. Not long ago, Twitch was primarily dominated by North American viewers, but recent years have seen a dramatic shift. A massive influx of viewers from Brazil and other parts of Latin America has reshaped the platform’s landscape, alongside a steadily growing Russian-speaking audience. These changes highlight a crucial reality: in today’s fast-evolving livestreaming ecosystem, understanding your audience is more important than ever.
Whether you’re a sponsor looking to align campaigns with regional audiences, a game publisher planning localized marketing around a launch, or an esports tournament organizer seeking optimal scheduling and language coverage: precise demographic insights can inform smarter, more targeted decisions.
With that in mind, Streams Charts analyzed how key demographic groups are distributed across Twitch’s top content types, based on data from platform’s top 100,000 channels: the platform’s flagship category, Just Chatting, leading competitive titles like Counter-Strike and League of Legends, as well as the most prominent new game releases of 2025.
The insights presented below were gathered using Streams Charts’ Audience Location & Overlap add-on, a powerful tool designed to break down viewership geography across Twitch. With it, users can access detailed geo data on individual streamers (and entire categories, and even game genres as a custom solution). Whether you're analyzing a single influencer or an entire content vertical, this tool offers clear visibility into where your audience is coming from.
Best of all, Audience Location & Overlap is available as a standalone add-on, meaning there’s no need to subscribe to a full PRO plan. For just $500/month, stakeholders across the industry can unlock precise, location-based insights that support smarter marketing, content planning, and strategic decision-making.
To start, let’s look at Twitch’s leading livestreaming category: Just Chatting. Not only is it the platform’s most popular content type, but it continues to grow steadily and serves as a flexible format for creators beyond gaming. Based on our data from the past six months, the dominant viewership group comes from the United States, which accounts for just under a third of the category’s audience (or slightly more when combined with Canada). A few noteworthy takeaways: the UK edges out Germany in terms of viewership, and smaller demographics can show surprisingly strong engagement in certain categories, highlighting the importance of looking beyond raw user base size when assessing audience value.
This example underscores why understanding geography, not just raw activity numbers by language, is critical when evaluating audience value. While regions like Brazil, France, or Spain have significantly larger user bases on Twitch, smaller or less obvious markets can demonstrate disproportionately high engagement within specific content categories. Without accurate geo-level data, it’s easy to overestimate or overlook the impact of certain audiences. For marketers, publishers, and rights holders, this makes geo insights an essential layer for making informed decisions around regional targeting, campaign planning, and content localization.
After exploring the Just Chatting category, we turned our attention to gaming content, this time looking at genres rather than individual titles. While Action games remain a near-universal favorite across most regions, genre preferences begin to diverge noticeably when comparing countries side by side. These shifts in taste offer valuable perspective on how cultural trends, local creators, and community interests shape what audiences tune into on Twitch.
Our visual breakdown reveals that RPGs hold strong appeal in much of Europe, particularly in countries like Germany, the UK, and Ukraine, as well as in several South American regions, including Brazil and Argentina. In contrast, Indie games show more selective appeal, resonating in only a handful of markets. These genre-level distinctions, while sometimes subtle, can provide game publishers, streamers, and marketers with useful cues for regional positioning and content strategy.
Next, we examined some of Twitch’s most-watched competitive titles: League of Legends, Counter-Strike, Marvel Rivals. Among them, League of Legends stands out for its remarkably diverse audience distribution. The United States, while still the leading market, accounts for just over 10% of total viewership, the lowest top-country share among the four. This wide spread of regional interest reflects LoL’s truly global appeal, shaped by its long-established international esports presence and broad cultural reach.
By contrast, Counter-Strike shows a much more regionalized pattern. Russian-speaking viewers lead here with a 13% share, while the United States ranks only third, just behind Germany. This aligns with CS’s deep competitive roots in Eastern and Central Europe. Meanwhile, Marvel Rivals stands out with a viewership dominated by the United States, which accounts for nearly 30% of its audience. This highlights how some newer or niche titles can exhibit very different regional dynamics compared to more established esports games.
Finally, we looked at several notable game releases of 2025 to understand how new titles perform across different geographies on Twitch. As expected, the United States consistently leads in viewership during launch periods, with Russia also appearing among the top three in most cases. Other major European markets such as Germany, the United Kingdom, and France frequently round out the top five, underscoring their strong presence in the livestreaming ecosystem when it comes to new game content.
That said, the performance of specific titles can vary significantly depending on the game’s genre, platform, and timing, and that’s where surface-level trends don’t tell the full story. For a more accurate and up-to-date understanding of your game's regional traction or to plan a campaign around a new release, we recommend either getting in touch with our team or exploring the Audience Location & Overlap add-on, which offers reliable, real-time data on where your audiences are tuning in.