How Arab streamers are building audiences on Twitch

Arab streamers are gaining traction on Twitch, securing revenue levels comparable to those in the US, despite smaller audience numbers. Twitch's chief product officer, Mike Minton, attributes this success to viewer eagerness to support creators through subscriptions and paid features, as well as increased advertiser and brand interest in regional channels.

However, Twitch operates in a competitive environment, with creators free to switch platforms like YouTube and Kick. The challenge lies in converting an engaged audience into a larger, more sustainable community of Arab creators.

Twitch hosts a diverse range of Arab creators, from competitive gaming and live events to conversational broadcasts. Saudi streamer Yazan Alsubhi, or YZNSA, gained prominence through Overwatch play and later diversified into titles such as Marvel Rivals and Just Chatting. Fellow Saudi creator owBRAIN, or Abdulaziz Al Mehmadi, has built a significant following among competitive gamers.

Egyptian streamer The_Salma, or Salma Hassan, takes a more personality-driven approach, combining gaming with lengthy Just Chatting sessions where viewer interaction is as crucial as the game itself.

Twitch's evolution beyond its gaming roots is evident through the fluid nature of livestreams, where a broadcast can begin with competitive play, transition into reactions, and end with the streamer conversing directly with viewers. This direct connection has become central to Twitch's growth. Notable examples include NBA player Jaylen Brown's appearances and IShowSpeed's football-themed broadcasts.

Twitch's success is not limited to Arabic-language creators or those from the Middle East. For instance, Moroccan-Canadian streamer Imane Anys, known as Pokimane, has become one of Twitch’s most recognizable personalities, with her broadcasts blending gaming, conversation, and lifestyle content. She has since expanded her influence into podcasting, social media, and commercial partnerships, boasting approximately 9.4 million followers and making her Twitch's most-followed female streamer.

French streamer AmineMaTue, or Mohamed Amine Mahmoud, of Algerian heritage, has utilized Twitch to produce content that rivals television and live sports, including a record-breaking Eleven All Stars football match and Stream for Humanity, a 48-hour charity broadcast raising funds for individuals affected by conflicts in Palestine, Sudan, Lebanon, and the Democratic Republic of Congo.

One of Twitch's tools for creators to expand their reach is Twitch Drops, which rewards viewers for watching streams connected to participating games. Campaigns typically require viewers to watch for a set period before unlocking in-game cosmetics, currency, gameplay items, or chat badges. Minton notes that a publisher reported a campaign generating tens of thousands of new in-game spenders, 40% of whom had never previously spent money in the title.

During the past 12 months, Twitch hosted over 7,000 Drops campaigns involving several hundred publishers.

As the Middle East continues to grow on Twitch, esports has become a primary entry point, bolstered by increased investment in tournaments, clubs, and gaming infrastructure. Combining the atmosphere of a physical venue with the reach of an online broadcast creates opportunities for local fandom and interest in games. In recent years, Twitch has prioritized expansion in the region, introducing Arabic localization and right-to-left support.

However, managing younger viewers' experiences remains a pressing concern, with Twitch implementing parental controls for users aged between 13 and 17 and requiring streamers to label broadcasts containing sensitive material, such as gambling, profanity, sexual themes, alcohol, or drug use.