Twitch Stats for Brand Deals: What to Pull and How to Share It

A brand replies to your pitch with one line: "Can you send your stats?" They don't say which ones. Your Creator Dashboard has dozens of numbers, and some of them sound alike. Send the wrong one and you either undersell yourself or overstate your reach, and an overstatement tends to come out when the campaign report lands.

Twitch documents what each number means in its own help center. This post covers where the numbers live, which ones brands usually ask for, what Twitch says each one measures, and how to share them so they hold up.

Where the numbers live

Twitch's analytics sit in your Creator Dashboard. Twitch says they "are spread across 6 pages designed to answer the most common questions streamers have about their performance."¹ Two of them matter most for a brand deal:

• Analytics Overview. Twitch describes it as a way to "Track your overall performance at a glance for the last 30 days, or set a custom date range to compare progress over time."¹ This is where your averages across many streams come from.
• Stream Summary. Twitch says it "shows you data for individual streams, so you can analyze your most recent stream, or revisit previous streams to compare how you performed stream over stream."² This is the page for one night, such as the night a sponsor ran.

A third page, Discovery, shows where your viewers come from. That's useful when a brand asks about countries or devices (covered below).³

The numbers brands ask for, in Twitch's words

Average Viewers (your CCV)

This is the number most live sponsorships are priced on. Twitch defines Average Viewers as "The average number of concurrent viewers in your stream." It explains how it's calculated: "we check how many viewers there are at each point in time when you are live. The stat in the top bar is an average of this number across all the time streamed in the selected date range."¹

Two things follow from that definition:

• It's an average over time you were live, not over calendar days. A week with two streams and a week with six can show the same Average Viewers.
• It depends on the date range you select. The Overview defaults to the last 30 days.¹ If you quote a number, say which range it came from.

This is the CCV figure the CPVH method uses, and the one that belongs at the top of your media kit.

Max Viewers is not your CCV

Twitch defines Max Viewers as "The maximum number of viewers that you reached across all of your streams in the selected date range."¹ It's your single best moment. A brand pricing hours of airtime is paying for the average across those hours, not the peak. If you share Max Viewers, label it as a peak and put Average Viewers next to it.

Unique Viewers

Twitch: "The number of unique people who viewed your live streams across the selected date range." It gives an example: "If a viewer watched 3 of your streams in this time period, they would count once in this calculation."¹

Brands ask for this because it's closer to "how many different people could see our product this month." It will be much larger than Average Viewers, and it measures something else. Don't put a Unique Viewers number in the slot where a brand expects CCV.

Live Views

Twitch: "The total views of your live streams. It does not include VOD or clip views."¹ It counts views, so one person can count more than once. That makes it the wrong number to call "viewers" or "reach" in a pitch.

Chat activity: Unique Chatters and Chat Messages

Twitch defines Unique Chatters as "The number of unique viewers who chatted across the selected date range," and Chat Messages as "The total number of chat messages sent."¹ Brands that care about engagement ask for these, because a read in an active chat lands differently than one in a quiet room.

Unique Chatters is usually the better one to share. A handful of very active chatters can push Chat Messages up, but each person counts once in Unique Chatters.

Raid Viewers

Twitch: "The percentage of your viewers that came from Raids."¹ If a big raid lifted one stream, that stream's numbers are real but not typical. That matters when you quote a sponsored night or pick the date range for your averages.

Showing a single stream: Stream Summary

When a brand wants proof for one stream, such as the night their segment ran, go to Stream Summary. Twitch says its Key Stats cover "key data about your most recent stream, such as viewers, followers, chatters, and compare your performance to the previous stream."²

The Viewer Engagement Panel is where a sponsor's segment shows up. Twitch says it lets you see "which moments in your stream netted you the most follows and subs, when clips were created, when viewers peaked, and much more."² Twitch lists the time granularity:²

• "VODs under 2 hours long will be narrowed down to 1-minute increments."
• "VODs between 2-4 hours: 2-minute increments"
• "VODs between 4-10 hours: 5-minute increments"
• "VODs between 10-24 hours: 20-minute increments"

A screenshot of that panel across the paid window shows the brand what the audience did during their segment. Pair it with the VOD timestamps in your proof-of-delivery packet.

The windows that close

Stream Summary data doesn't last forever, so capture it soon after the stream:

• Twitch says your data "will be updated within 15 minutes of your stream ending."²
• Viewer Engagement data "is accessible for 30 days from the stream date, as long VOD storage is enabled." Twitch adds: "VOD storage for Affiliates is 14 days. VOD storage for Partners and Turbo/Prime users is 60 days."²
• "We only save your last 30 Stream Summaries, but you can always visit your Analytics page for insights from older streams."²
• In the Overview, the Streams panel lists your streams "up to 180 days back," and "Clicking a stream takes you to the corresponding stream summary."¹

If you stream daily, 30 summaries is about a month. For anything a brand might ask about later, screenshot it the day after the stream.

You can also have Twitch email you each summary. Twitch's steps: visit "your Notifications Settings, selecting By Email, and toggling on Stream Stats updates." Twitch notes: "You will only receive an email after streams that are more than 30 minutes long and have at least one viewer."²

Where your viewers are: Discovery

Some brands only ship to certain countries, or only care about mobile users. Twitch says the Discovery page's "Views by Location and Views by Platform panels provide additional insights about your audience like what countries most of your viewers watch from, and if they're on mobile or web."³

If a brand asks "what share of your audience is in the US?", this is the page to screenshot. Share it as Twitch shows it. Don't round it into a cleaner claim than the panel supports.

How to export or screenshot honestly

Twitch's Overview has an Export Data button. In Twitch's words: "This button will allow you to download a report of your data that matches the selected graph."¹ The export follows whatever stat and date range you have selected, so set those first.

Whether you export or screenshot, these habits keep a stats packet credible:

1. Show the date range. Keep the date picker in the screenshot, or name the range in the email. Twitch notes that analytics data "is displayed in your local time zone, with an exception to the Earnings page."¹ Say which time zone you're in if the brand is elsewhere.
2. Use the same range for every number you quote. An Average Viewers figure from the last 30 days next to a Unique Viewers figure from 90 days doesn't describe one audience.
3. Use typical streams, not your best one. Twitch lets you "set a custom date range."¹ Choosing a range that captures only one raid-boosted week is technically accurate and still misleading. Use a normal stretch, and say so if a raid or event inflated a stream you're quoting.
4. Label every number with Twitch's name for it. Write "Average Viewers (Twitch Analytics, last 30 days)", not "viewers." Then the brand can check it against Twitch's definitions.
5. Don't edit or crop out context. Send the panel as Twitch renders it. If a number looks bad, explain it in a sentence rather than cropping it out.
6. Don't share Revenue or Earnings. Brands don't need your payout data to price a sponsorship, and those pages are about your income, not your audience.

What to send when a brand asks for "stats"

A short packet covers almost every request:

• Average Viewers, last 30 days (or the range you name), from the Analytics Overview.
• Unique Viewers and Unique Chatters for the same range.
• Hours streamed for the same range. Twitch calls this Time Streamed, "The total time that you have broadcasted for."¹
• Views by Location from Discovery, if the brand mentions a market.
• For a past sponsored stream: the Stream Summary and the Viewer Engagement Panel across the paid window.

Then price it. Average Viewers × hours × the CPVH band is the method in how much to charge for a sponsored stream, with Twitch-specific figures in Twitch sponsorship rates. If the sponsor does run, Twitch has its own disclosure rules, covered in Twitch's branded content rules.

FAQ

What Twitch stat do brands use to price a sponsored stream?
Usually Average Viewers, which is your average concurrent viewers (CCV). Twitch defines it as the average number of concurrent viewers in your stream, averaged across all the time streamed in the selected date range. Quote it with the date range it came from.

Where do I find my average viewers on Twitch?
In your Creator Dashboard, under Analytics, on the Analytics Overview page. It defaults to the last 30 days, and you can set a custom date range. For one stream, open that stream's Stream Summary.

What is the difference between Average Viewers and Unique Viewers on Twitch?
Average Viewers is how many people were watching at the same time, on average, while you were live. Unique Viewers counts each different person once across the date range, even if they watched several streams. Unique Viewers is much larger, and it is not your CCV.

Can I export my Twitch analytics for a brand?
Yes. The Analytics Overview has an Export Data button that downloads a report matching the graph you have selected. Set the stat and the date range first, and tell the brand which range it covers.

How long does Twitch keep Stream Summary data?
Twitch only saves your last 30 Stream Summaries. Viewer Engagement data is available for 30 days from the stream date, as long as VOD storage is enabled. Screenshot a sponsored stream's summary soon after it airs.

Should I send my peak viewers to a brand?
Only if it is labeled as a peak. Twitch's Max Viewers is the maximum number of viewers you reached in the selected range. Brands paying for hours of airtime price on the average, so put Average Viewers first.