Jun 2nd, 2023
Partnering with content creators on Twitch for charitable causes is not a new phenomenon, but it is an effective way to reach a younger Millennial and Gen Z audience. Twitch viewers represent a class of donors who typically fall outside of the reach of traditional marketing, and working with many individual streamers on the platform allows organizations to reach wider and more diverse audiences.
Gamers Outreach, a charity that supports hospitalized children through video games, hosted their 15th year of Gamers for Giving in March 2023. The streamathon had more than 300 content creators go live, reaching 350K signed-in viewers on Twitch. Each creator represents a distinct community, and by partnering with so many streamers, Gamers Outreach was able to reach many highly engaged viewers spread across many communities to great effect. Fundraising on Twitch is similar to grassroots fundraising with large scale, distributed viewership spread across many channels and different types of creators.
In terms of viewership, the streamathon amassed nearly 727K hours watched with just over 5K hours of content broadcast across all participating channels. During the weeklong fundraising effort, some participants went live multiple times pushing the total number of streams to above 1,200. These content creators offered their communities several opportunities to donate.
Of the streamers who participated in Gamers for Giving, Datto was the creator with the most hours watched for the week, with over 62K. Datto typically plays Destiny 2, as he did on March 24, when he was actively raising money for Gamers Outreach on his stream. His personal fundraising goals were exceeded—his community raised over $23K for Gamers for Giving.
Partnering with content creators is a great way to reach a young and diverse audience on Twitch. The Vindex Intelligence Platform provides a comprehensive 360-view of the most influential content creators in the space, empowering brands to amplify their campaign messaging and target hard-to-reach audiences. Click here to learn more.