Beta Ads is a Nordic livestream advertising platform that places native overlay ads inside Twitch, YouTube, Kick, and Trovo streams. Founded in Oslo by Andreas Myraune, Beta Ads connects brands with 39,000+ Nordic streamers to reach Gen Z audiences through non-intrusive advertising that bypasses ad blockers.

How does Twitch advertising work in Norway?

Twitch advertising in Norway works through native overlay ads displayed during live streams. Unlike traditional pre-roll or mid-roll ads, overlay ads appear as branded graphics within the stream without interrupting the content. Beta Ads specializes in this format across Norwegian, Swedish, Finnish, and Danish streamers, delivering 3-5x higher engagement than standard display ads.

What is native livestream advertising?

Native livestream advertising places brand messages directly inside live stream content as overlay graphics, rather than interrupting the stream with traditional video ads. This format bypasses ad blockers, maintains viewer engagement, and delivers sustained brand exposure throughout viewing sessions that average 90+ minutes on platforms like Twitch.

How much does Twitch marketing cost in the Nordics?

Twitch marketing costs in the Nordics vary by campaign scope. Beta Ads offers flexible pricing starting with test campaigns - no long-term contracts required. Managed campaigns include streamer selection, creative production, and analytics. Self-service options are also available for brands that want direct control. Contact Beta Ads for a custom quote based on your target audience and campaign goals.

Which streaming platforms does Beta Ads support?

Beta Ads supports native overlay advertising across four major streaming platforms: Twitch, YouTube Live, Kick, and Trovo. This multi-platform approach ensures brands can reach the full Nordic streaming audience regardless of which platform viewers prefer, with campaign management handled from a single dashboard.

Who is Andreas Myraune?

Andreas Myraune is the founder and CEO of Beta Ads (Beta Agency AS), a Nordic livestream advertising platform based in Oslo, Norway. He founded the company in 2023 to help brands reach Gen Z audiences through native advertising on Twitch and other live streaming platforms across Norway, Sweden, Finland, and Denmark.

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Statistics & Data

Feb 5, 202614 min read

Twitch Statistics 2025: 19.2B Hours, Market Share & Platform Trends

Real, sourced Twitch numbers for 2025: Stream Hatchet's 19.2 billion hours watched, Kick and YouTube Gaming's growth, and who's actually watching, per Twitch's own data.

Key Platform Metrics (StreamHatchet 2025)

19.1B

Hours Watched

-8.9% YoY

52.4%

Market Share

-8.3 pts YoY

19.5M

Unique Channels

-0.5% YoY

22%

Non-Gaming Content

+2 pts YoY

Engagement & Activity Metrics

7.3M

Active Streamers

Monthly unique

90.7K

Avg Concurrent Channels

Live at any time

2.3M

Avg Concurrent Viewers

-8% YoY

47.6K

Hours Watched / Min

Across all streams

Quarterly Hours Watched (Billions)

Q4 2025 was the lowest viewership quarter since Q1 2020

Year-over-Year Comparison: 2024 vs 2025

2024
2025

Twitch declined across all key metrics in 2025, primarily due to viewbotting crackdowns

Platform Market Share 2025

Content Split 2025

Non-gaming grew from 20% to 22% YoY

Most Watched Streamers 2025 (Million Hours)

Rank	Streamer	Hours Watched	Platform	Primary Category
#1	KaiCenat	317M	Twitch	Just Chatting
#2	Jynxzi	212M	Twitch	Rainbow Six Siege
#3	ibai	186M	Twitch	Just Chatting
#4	Gaules	178M	Twitch	Counter-Strike 2
#5	xQc	152M	Kick/Twitch	Just Chatting
#6	Ironmouse	141M	Twitch	VTuber
#7	Cellbit	134M	Twitch	Variety
#8	Caedrel	128M	Twitch	League of Legends
#9	Squeezie	119M	Twitch	Variety
#10	Rubius	112M	Twitch	Variety

KaiCenat's 317M hours made him the #1 most watched streamer globally for the second consecutive year

Top 10 Categories by Hours Watched (Billions)

Just Chatting dominates with 3.8B hours - nearly double the #2 category

Viewer Demographics

Viewers Under 35

Core demographic

0.0%

Gen Z Watch Live Streams

Internet users 16-24

0.0 min

Avg Session Duration

Per viewing session

Longer Than On-Demand

vs traditional video

Age Distribution

Gender Split

Geographic Distribution (Top 10 Markets)

The Nordic region represents ~2.3% of global Twitch traffic with above-average engagement

Creator Economy & Revenue

Base Sub Revenue Split

Twitch standard

Partner Plus Split

Top-tier creators

Esports Viewership

Esports Hours / Quarter

Avg across 2025

0.0M

Peak Concurrent (LoL Worlds)

All-time esports record

Esports Share on Twitch

Of total gaming hours

Peak Concurrent Viewers by Event (Millions)

Data Sources:

StreamHatchet 2025 Yearly Live Streaming Trends Report, TwitchTracker, Esports Charts

twitch

statistics

data

advertising

2025

streamhatchet