A new report says YouTube Gaming creators are making more money per deal than their Twitch counterparts.
The influencer marketing platform Collabstr compared brand deals across the two platforms. It found that YouTube Gaming creators averaged about $203 per deal. Twitch creators averaged about $165 per deal.
Across comparable deals, YouTube Gaming creators are commanding 23% higher rates than Twitch streamers.
The Collabstr Report
Collabstr acts as a go-between for creators and brands. Its dataset includes 15 times more YouTube deals than Twitch deals. That gap is a key limit to the findings.
When the data is limited to gaming, the difference becomes clear. The average YouTube Gaming deal was worth about $203. The average Twitch deal was worth about $165.
That works out to a 23% difference. Collabstr notes that both platforms are drawing from “the same population of brand buyers.”
The report does not tell advertisers to abandon Twitch. It points to top streamers like Kai Cenat, who are diversifying across YouTube and Twitch.
Twitch Traffic Falls As YouTube Grows
The Collabstr report comes as Twitch faces pressure on several fronts. A separate report from Stream Hatchet showed Twitch traffic declining year-over-year.
YouTube Gaming is surging in the same period. Rivals like Kick are also coming on strong.
Twitch was once the main name in streaming. Its market share has dipped as these competitors have grown.
Traffic measurements, however, are not reliable. The spread of false viewers and the tools used against them make all counting attempts too compromised to trust.
Deals offer another way to compare the platforms. Brand agreements give a different view than traffic numbers.
What The Deal Data Shows
The Collabstr findings suggest YouTube offers more volume for brand partnerships. The platform can offer more volume than any other creator platform, according to the report.
Twitch, meanwhile, still provides chances for individual partnerships. Those partnerships may also offer savings for brands.
The report does not frame this as a single winner. It presents both platforms as useful depending on what a brand needs.
Kick is also entering the picture. The platform is launching ads and becoming a stronger source of streamer-brand partnerships.
That means both buyers and sellers in the creator economy have more freedom than ever before.
The Limits Of The Numbers
The Collabstr dataset is not perfectly balanced. It includes 15 times more YouTube deals than Twitch deals.
That creates some built-in problems in the reporting. The source itself notes the uneven nature of the data.
Still, the gaming-specific numbers are striking. The 23% gap is based on comparable deals.
Collabstr is not advising advertisers to stick with YouTube partnerships and avoid Twitch. Instead, the platform notes that top streamers are working across both.
Kai Cenat is the example the report names. He is diversifying across YouTube and Twitch.
That suggests creators see value in both platforms.
The State Of The Market
The creator economy is shifting. Twitch is no longer the only major home for streamers.
YouTube Gaming is growing. Kick is gaining ground. Brands have more choices.
Creators have more choices too. They can build audiences on multiple platforms.
The Collabstr data shows one financial benefit of that approach. YouTube Gaming deals are paying more on average.
But the report does not say that will last forever. It does not say one platform is better than the other.
It says the market is more flexible.
“the same population of brand buyers.”
That quote from Collabstr explains why the comparison matters. The same brands are choosing to pay more on YouTube.
That is not a traffic number. It is a spending number.
It shows where brands are putting their money.
A Changing Field
Kick launching ads is a new development. It gives streamers another place to make deals.
It gives brands another place to find streamers.
The report does not predict the future. It only describes the current state of deals.
The current state shows YouTube Gaming ahead on average deal value. It shows Twitch still useful for individual partnerships.
It shows a market with more choices than before.
The Collabstr report is one snapshot. It is not the whole picture.
But it is a useful one. It uses money, not views, to compare platforms.
That is a more reliable measure in a world of false viewers.
The trend is clear. YouTube Gaming is paying more per deal.
Whether that continues is unknown. The market is changing fast.
Kick is growing. Twitch is adapting. YouTube is surging.
The report from Collabstr captures that moment. It is a moment of choice.
Both buyers and sellers have freedom.
The 23% figure is the headline. The market itself is the larger story.
YouTube Gaming creators are commanding higher rates. Twitch still has a place.
Kai Cenat works both sides.
The creator economy is not a single contest. It is a growing market.
The Collabstr data proves that point. It shows money moving across platforms.
It shows brands willing to pay more on YouTube.
It shows Twitch deals still happening.
It shows a market with room for all.
Here is an ordered look at the report’s key figures:
- YouTube Gaming deals averaged about $203 per deal.
- Twitch deals averaged about $165 per deal.
- The gap between them is 23%.
- Collabstr’s dataset has 15 times more YouTube deals than Twitch deals.
- Kai Cenat is diversifying across YouTube and Twitch.
The numbers tell the story. YouTube Gaming leads on average deal value. Twitch remains a working option for individual partnerships.
Kick adds another choice. The market is broader than it once was.
The Collabstr report captures that shift. It compares deals, not views.
That comparison shows where brand money is going. It shows a market with room for multiple platforms.
The freedom for buyers and sellers is the lasting point. The 23% gap is one part of a larger change.
Source: tubefilter.com