Top Brands on Twitch examines the brands most discussed on the streaming platform each week, and explores the drive behind the shifts in their rankings. Advertisers can utilize these reviews to gather competitive intel and better understand what resonates with audiences, while content creators and agencies can identify brand partnerships to pursue. To track this ongoing series, check out our previous posts.
Here are the top brands discussed on Twitch for the week of March 22nd through the 28th:
AT&T engagement loses signal. AT&T’s score decreased most significantly this week (down 8 points), driven primarily by a 23% decrease in mentions during the period. Sentiment around the brand remained unchanged, as AT&T enjoyed a 32% rise in impact engagement and 4 point increase in impact sentiment last week following the release of Zack Snyder’s Justice League, which drove significant attention to the brand.
While engagement around the AT&T brand is now shifting back where it was previously, their sentiment score is still a healthy 68. Conversations surrounding the brand on the streaming platform lean positive, as AT&T has become increasingly involved in the gaming space by signing a multi-year deal with 100 Thieves, and hosting an upcoming live-streamed esports event pitting top Twitch streamers against each other for a $100k prize, which contributes to their high sentiment score on the platform.
Chicken goes toe-to-toe with shoes. Two unrelated brands — KFC and Gucci — with similar engagement trends are showcasing the importance of consistency and audience sentiment. Over the last two reporting periods, engagement volume for KFC and Gucci have been quite close (within 2% of one another). However, the modest differences in their sentiment scores has led to a one point drop for KFC, while Gucci’s been consistently getting closer to the top 10 week over week as their sentiment score has improved.
While KFC regularly advertises and appeals to gaming audiences, Gucci tends to make the occasional splash, as was the case recently when Gucci made headlines for the release of their virtual sneakers. As it was a VR-centered product, it was no surprise that the launch drove interest to the brand from gaming audiences.
Refreshments bubble near the top. Following the top 10 brands this week, we saw interesting activity among two gamer-friendly beverage companies: Kpop group ATEEZ’s Jung Wooyoung recently posted a video promoting Pepsi and stirred up conversation, which led to an increase in mentions for the brand. Red Bull, on the other hand, is a well-known sponsor among gamers, which aids in their consistently high sentiment score week over week.
For additional insights into the conversations audiences are having about brands on Twitch, log into the Spiketrap platform or send us a message at firstname.lastname@example.org.
To compile the above list, Spiketrap’s Clair AI processed conversation activity on Twitch, automatically identifying mentions and classifying the sentiment thereof for over 100 top brands.
We then ranked brands according to their score (right column in the above figure), which is a composite measure of brand mentions and sentiment (left column in the above figure).