The live-streaming industry has experienced remarkable growth in 2024, with a 12% increase in hours watched compared to the previous year, reaching a total of 32.5 billion viewing hours. This rebound brings the industry close to the peak levels seen during the Covid-19 pandemic in 2021, when 34.6 billion hours watched were recorded.
Justin Kenna, CEO of GameSquare, said: ‘This growth reflects the expanding economics of creators and their ability to attract new audiences on emerging platforms. This trend is expected to continue into 2025, cementing live streaming as a key sector in the digital entertainment industry’.
Despite its dominance, Twitch faces increasing competition. In 2024, Twitch held 61% market share, but YouTube Gaming (22.9%) and Kick (5.7%) continue to gain ground. In addition, the demise of Twitch in South Korea gave way to the emergence of new regional platforms such as SOOP Korea and Chzzk, demonstrating the resilience of local markets.
The United States also experienced significant changes with the debate around TikTok and the regulation of digital platforms. These transformations are expected to drive the emergence of more streaming services by 2025, increasing market fragmentation and diversification.
The loyalty-based monetization model has gained traction in 2024. Subscription purchases on Twitch reached 16 million per month, reflecting viewers continued support for their favorite creators. Events such as sub-a-thons have shown that audiences are willing to invest in exclusive content and tiered benefits, which could redefine monetization strategies in 2025.
Traditional media are also observing this phenomenon, with the possibility of integrating similar models to strengthen their relationship with audiences.
The year 2024 marked a milestone for eSports, with the Esports World Cup achieving 103 million hours watched and a peak of 2.8 million concurrent viewers. This event cemented the growth of eSports and its influence on the streaming industry.
With increased advertising investment and global interest, eSports is expected to continue to expand in the coming years, attracting new audiences and consolidating its position in the digital entertainment ecosystem.
Stream Hatchet 2024 confirms in its report, that live game streaming continues to rise, driven by the diversification of platforms, the growth of the creator economy and the rise of eSports. With the evolving digital landscape and increasing audience loyalty, 2025 is shaping up to be a pivotal year for the streaming industry, with new opportunities and challenges for creators, platforms and advertisers.
