Top Twitch streamers have long been closely collaborating with popular manufacturers of computer peripherals for gamers. This is a very organic and mutually beneficial symbiosis, especially from the point of view of advertising for brands. There are hundreds, if not thousands, of such collaborations and partnerships on Amazon's streaming service, and we have examined the popularity of the biggest brands there.
Brand popularity & simple relevance on the platform can be evaluated in several ways. For example, by looking at how often the brand is mentioned in the descriptions of streamers' channels, how often it is mentioned in the titles of broadcasts, or discussed in chats.
Most Popular Brands by the Number of Mentions in Channel Descriptions
The presence of a brand name in the channel description is most often found in two cases: as an advertising integration and as a list of devices/PC configurations/gear used by the streamer. Additionally, almost all brands in the Top have their own channels on Twitch, where various presentations, show events, and streams take place from time to time.
Swiss company Logitech leads in terms of the number of mentions in channel descriptions on Twitch. From January 1 to May 15, 2023, its name was used on 5.4K different channels. It's no wonder since Logitech produces a wide range of computer peripherals for gamers, including computer mice, keyboards, headphones, streaming, and podcasting equipment, among others.
In second place in the Top is the American company Corsair, with over 3.7K mentions in channel descriptions. Interestingly, Corsair has a fairly active streaming community on Twitch, which unites more than 220 channels, including streamers such as summit1g, CohhCarnage, Back2Warcraft, and others.
Asus was mentioned in channel descriptions on Twitch over 3.3K times, this is the third result in the ranking. Other companies in the Top 10 include AMD, Razer, HyperX, MSI, SteelSeries, Cooler Master, and Roccat.
Many of the listed companies collaborate not only with top streamers but also with professional esports teams. More details on this can be found in our article on the most popular sponsors in regional Valorant leagues.
Most Popular Influencers of Top Brands
The most popular influencer on the channel mentioning the Logitech brand is Tyler1, an eccentric American streamer of League of Legends, whose broadcasts accumulated almost 17 million Hours Watched over the specified time period. As for Peak Viewers, the Polish channel izakooo is taking the lead with a result of 116.8K people, where CS:GO tournaments are often streamed.
Speaking of language distribution, Logitech is more often mentioned among English-speaking streamers (29% of the total number of channels mentioning the brand). The Top 3 leaders in this category also include Spanish (13.3%) and Russian (12%).
For the Corsair brand, the most watched streamer is the charismatic shooter enthusiast summit1g. From January to mid-May 2023, his channel amassed 23.1 million Hours Watched. The Corsair brand can also be found on the channel of Scump, a popular American streamer and former professional Call of Duty player. His most popular stream gathered 180.8K Peak Viewers.
In terms of language range, Corsair also predominates among English-speaking channels, their share slightly exceeds 42%. Spanish-language channels account for almost 13% of brand mentions. French and Portuguese channels account for 8.6% each.
American creator Tarik is the largest Twitch streamer mentioning Asus (he is also the leader for the HyperX brand). The most popular community caster of Valorant for the first 5.5 months of 2023 accumulated almost 33 million HW and drew 194.3K PV. The second most popular streamer mentioning the brand is Frenchman Squeezie.
Asus most often appears on English, Spanish, and Portuguese channels. Moreover, the quantitative difference between English and Spanish is much smaller than with other brands, 28.6% versus 20.7%.
Brazilian Gaules is the most popular streamer for two brands, AMD and Razer. In the first half of the year, the CS:GO streams of this streamer accumulated more than 46.4 million HW and attracted about 222.2K PV.
Regarding the regional popularity of brands, AMD is most often mentioned on channels broadcasting in English (33.1%), German (15.2%), and Spanish (12.4%). Razer has a different picture, there is a strong predominance of English-speaking channels (46.7%). The Top 3 also include channels in Spanish (10.4%) and Russian (7.1%) languages.
Most Popular Brands by Number of References in Stream Status
Brand mentioning in the title of a stream is one of the main signs of an advertising collaboration between the streamer and the company. This is particularly common in broadcasts of esports events, where brands are often the title sponsor of a tournament or a team. For instance, the ASUS ROG or Logitech G Challenge CS:GO tournament series.
The most mentioned brand in Twitch stream statuses was Razer, with 40.3K different streams using the company's name between January 1 and May 15, 2023, three times as many as the nearest competitor.
Why does Razer have such a huge lead over the competitors? The fact is that the company has a special loyalty program for aspiring (and not only) content creators. Any streamer can apply to participate in it. To do this, one needs to use the special #RazerStreamer tag in the name of the broadcasts, as well as follow the company's rules. In return for this, the streamer can receive various bonuses from the company. It was this program that led Razer to overtake other brands in terms of being mentioned in broadcast statuses.
The second place in the rating was taken by Logitech, the leader in terms of mentions in channel descriptions. In broadcast statuses, this brand was used 12.9K times. The top three was closed by Asus (about 6K streams).
The top 10 brands by a number of broadcast titles mentions also included AMD, HyperX, Corsair, MSI, SteelSeries, Roccat, and Alienware. Note that for MSI we removed from the statistics all channels where the mention of MSI (Micro-Star International) could be associated with the broadcast of the MSI (Mid-Season Invitational) League of Legends tournament.
Most Popular Brands by Mentions in Chats
Brand mention in Twitch chat is also an important indicator, as it can assess the engagement and interest of the audience. In other words, mentioning the brand name in the channel description or stream title is up to the discretion of the streamer, while analyzing the chat can evaluate the response of viewers to a particular brand.
The most discussed brand in Twitch chats from January 1 to May 15, 2023, was Asus. During the selected period, we counted 995.6K mentions on almost 30K different channels. The Logitech brand took the second position (640.4K mentions), and AMD was on the third (488.1K mentions). It is also worth noting that AMD was a leader in channel coverage, this brand was discussed on 37.5K different Twitch channels during the specified period.
Razer, MSI (excluding channels that covered League of Legends), Corsair, SteelSeries, HyperX, Alienware, and Roccat also made it into the Top 10 most discussed brands in Twitch chats.
While working on the article, we analyzed dozens of brands that produce computer peripherals for gamers. We hope that the presented information will help companies better assess their recognition and popularity among the Twitch community.
