Sponsorships are the backbone of the livestreaming industry. From official brand deals to subtle product placements, companies are constantly looking for ways to get their names in front of engaged audiences. But not all brand mentions happen through paid partnerships, sometimes, they just show up naturally. Whether it’s a streamer casually sipping a Coke, a chat debate over the best fast-food chain, or someone sharing a link to their favorite gaming gear, brands make their way into the conversation in unexpected ways.
At Streams Charts, we’ve conducted research into brand exposure during esports tournaments and high-profile broadcasts. This time, we took a different approach: we picked a random streamer, at a random time, and analyzed their live chat and on-stream moments to see which brands got mentioned, how often, and in what context. The results? Let’s just say, sponsorships aren’t the only way brands make their mark in livestreaming.
For this analysis, we randomly selected the popular VTuber Ironmouse and reviewed her streams from late February through March 7. During this time, she mainly interacted with viewers in Just Chatting, teamed up with fellow streamers for the trending co-op game R.E.P.O., and, of course, tested a top contender for Game of the Year, Monster Hunter Wilds.
How were brands referenced during the stream?
Altogether, we tracked mentions of over 50 different brands and franchises during Ironmouse’s streams. The majority of these came from chat, where viewers not only reacted to what was happening on-screen but also engaged directly with the streamer. At times, the conversation drifted beyond the stream’s content, with viewers bringing up unrelated topics, leading to additional brand mentions in various contexts.
A significant share of these mentions came from Ironmouse’s chat bot, which streamers usually use to automate messages. In Ironmouse’s case, her bot was highly active, mainly promoting her sponsors, merch, and social media, especially YouTube.
Ironmouse herself mentioned brands far less often. Unlike her chat bot, she didn’t talk about her sponsors as frequently, and when she did bring up brands, it was usually in a natural, offhand way or as a point of comparison. Some of the most commonly mentioned names included Sonic, Steam, and major social platforms like TikTok and Instagram.
Which brand categories were mentioned the most?
Ironmouse’s streams in early March had a strong gaming focus, broadcasting the new single-player title Monster Hunter Wilds and co-op sensation R.E.P.O. It’s no wonder that gaming franchises and companies were mentioned both more frequently (over 20 brands) and more often (23% more than the next closest category).
Social media brands were referenced quite often, though the range of mentions was narrower simply because there are fewer major platforms compared to video games. Tech brands also appeared frequently in discussions, but the overall number of distinct brands in this category was smaller: Twitch, Discord, Google, and YouTube came up most often, typically in a natural context.
After the top three categories (Gaming, Social Media, and Tech brands), there was a noticeable gap, with other categories falling behind. These included Food & Beverage and Gaming Peripherals.
The case with Entertainment brands is particularly interesting, as it mainly includes anime and other animated media like SpongeBob, Hello Kitty, and Gundam. While there were more brands within this category than in the social media or tech, they were referenced far less frequently overall.
Which brands were mentioned most often?
There are noticeable differences between the brands mentioned by the chat and by the streamer, although there are also many overlaps. For example, Ironmouse mentioned Monster Hunter Wilds more than any other brand. The game was trending, and Ironmouse had been selected as a partner for its promotion on Twitch, so it’s only natural that she discussed the new release most often.
On the other hand, Twitch chat most often mentioned the platform itself, while Sonic came in second place for mentions. It seems that both the chat and Ironmouse discussed Sonic (and SEGA generally) a lot, as the streamer frequently referenced this franchise and its characters. After all, both Ironmouse and her audience are big fans of the franchise, and she even promoted Sonic X Shadow Generations last year before its release.
Looking at the bigger picture, we can summarize the following insights regarding brand mentions during the stream:
Gaming brands dominated the discussions: Most of the conversations revolved around gaming and specific video games. In addition to Monster Hunter Wilds, which was the focus of the streamer for the majority of the selected broadcasts, other franchises like Minecraft, Elden Ring, and Final Fantasy also garnered mentions.
Pop culture and livestreaming references: There's a culture behind livestreaming, one both ironmouse and her chat knows. They both mentioned platforms like Twitch, social media platforms, essential utilities like Discord, joked about ‘Prime subs’ (a Twitch subscription option), and discussed Marvel, Star Wars, and more.
Sponsor and merchandise mentions: Like most top-tier streamers, Ironmouse has a wide range of brand partnerships. Her partners were mentioned most frequently among all brands, ranking in the top 20 most-mentioned brands. Overall, G Fuel received the most mentions (mostly from chat), followed by Monster Hunter, Razer, and Ironmouse’s own merchandise across various platforms, including her personal store.
This analysis highlights how brand mentions shape the livestreaming landscape, whether through sponsorships or organic conversations. Gaming brands dominated the discussion, reflecting their deep cultural connection with both streamers and viewers. At the same time, casual mentions of tech brands like Twitch and Discord reinforced their integral role in streaming. While paid partnerships boost visibility, organic engagement (like community-driven discussions around Sonic) can be just as impactful. In a space where authenticity matters, the most successful brands aren’t just advertised; they become part of the conversation.
