Surfshark
× Beta Ads
VPN awareness built during Travel & Outdoors and Just Chatting streams across 26 Norwegian creators - 707 hours of verified on-screen presence, 37,713 unique viewers reached.
Surfshark VPN × Beta Ads
Native overlay shown live in-stream
The overlay sat inside the stream frame - no pre-roll, no banner, no adblock path. The same creative rotated across 26 streamers and 38 live categories.
Privacy messaging to an audience that lives on ad-block
Surfshark's Norwegian growth team wanted to move beyond pre-roll and banner placements - formats their core audience (Gen Z gamers on Twitch) actively blocks or ignores. The goal: land a VPN-as-privacy message inside the moment itself, not interrupting it.
The creative also had to survive across contexts - a streamer driving through Spain on a travel stream, a Just Chatting about online privacy, a GTA V session. One overlay, dozens of live contexts, zero adblock bypass attempts.
26 streamers, 38 live categories, one consistent message
Beta placed a Norwegian-localised overlay across 26 Nordic Twitch streamers, rotating the creative into stream layouts whenever the streamer went live. The chat-pinned deep link drew 4,301 unverified clicks (4.73%) and 486 unique clicks (1.29% unique CTR); 560 of those cleared full verification (0.62%).
The category mix tells the story - Surfshark didn't fight for attention inside gaming alone. Travel & Outdoors (41%) and Just Chatting (31%) carried organic VPN relevance, and creators worked the product into the moment naturally.
Who watched, where they were, what they were doing
Surfshark's Norwegian privacy messaging reached a tightly concentrated male-dominant Gen-Z / Millennial gamer audience - the exact segment most aggressive about ad-blocking.
707 hours of screen time, 37,713 unique viewers reached
The campaign delivered 91,006 completed views across 26 creators. The chat-pinned CTA drew 4,301 unverified clicks (4.73%) and 486 unique clicks (1.29%); 560 cleared full verification for a 0.62% verified CTR. As a reach and awareness buy, the story here is coverage, not click rate.
Device split skewed 79% desktop / 20% mobile - consistent with the Twitch viewership pattern where primary watching is desktop-first and overlays stay in the stream frame throughout the session.