Advertising with streamers in Spain: a guide for brands

On 26 July 2025 (Tubefilter), Ibai's broadcast of La Velada del Año V peaked at more than 9.3 million concurrent viewers on Twitch. Streams Charts (15 December 2025) records 9,334,179: the highest peak in Streams Charts' annual Twitch ranking. For an international brand looking at Spain, the question is not whether the live audience exists, but how to buy it with numbers you can check.

Why live streaming in Spain matters to brands

Ibai is not an outlier. Streams Charts' Top Spanish Streamers of 2025 table (9 January 2026) puts him first with 66.3 million hours watched in 2025, followed by DjMaRiiO (27.9 million), knekro (26.7 million), Rubius (26.3 million) and IlloJuan (23 million). In the same source's global Twitch ranking, Ibai came first by average viewers in 2025.

The flagship event keeps growing too. According to Netflix (19 October 2026, in Spanish), La Velada's average audience rose from about 1 million in 2021 to more than 6 million in 2026; the sixth edition expanded distribution to YouTube and TikTok, and from 2027 the event moves to Netflix. For a brand, that means the big nights are sold as event sponsorship, while the regular audience is spread across many channels that go live daily.

For a brand coming from abroad, the takeaway is simple: this audience is reached through streamers from Spain. Plan a Spanish-language creative and a Spain-specific approval list.

A caveat on sources: these figures are estimates from analytics services, the companies' own data and figures from the platforms' ad tools, not audited audience measurement. They size the market; for planning, what counts is the media-plan forecast and what is verified during the campaign.

Platforms: where live audiences are in Spain

• Twitch. All ten Spanish streamers with the most hours watched in 2025 stream on Twitch, according to Streams Charts; for seven of them it is the only platform listed.
• YouTube Live. Google's advertising resources, as cited by DataReportal in “Digital 2026: Spain,” indicate that YouTube had 39.0 million users in Spain in late 2025. That is ad reach for the whole platform, not live-stream viewers.
• TikTok Live. In the same report, TikTok's advertising resources indicate 20.9 million users aged 18 and above in Spain in late 2025.
• Kick. DjMaRiiO, second in the Spanish ranking, streams on Twitch, YouTube and Kick at the same time; Nexxuz, sixth, is listed on all three too.

In practice: in streamer marketing you buy an audience, not a platform. APIQ runs ads inside live streams on all four platforms in one campaign, with one brief, one CPV rate per format and one report.

Three ways to advertise with streamers

Sponsorship or integration. The streamer presents your brand: mentions, product placement, a sponsored segment. With the right creator, nothing tells a story better. But each streamer is a separate negotiation and a separate flat fee, and nobody guarantees how many people will see the mention.

Platform ads. Twitch, YouTube and TikTok sell their own formats. On Twitch, video runs in an ad break: while it lasts, the ad takes center stage, not the streamer (with Twitch's Picture-by-Picture ads, the stream stays visible during the break). It is the classic answer to how to advertise on Twitch.

In-stream advertising. The streamer adds an ad layer to their streaming software (OBS, for example) just once, and APIQ shows your creative in it: a banner, full-screen video of up to 30 seconds, a poll, rich media or Stream Takeover. The creative becomes part of the stream picture, and the streamer cannot change it.

They are not mutually exclusive: an integration with one or two big creators can sit alongside reach bought per view across many channels.

How a campaign in Spain works

1. Brief. Goal, dates, audience and platforms. A TV spot or online video of up to 30 seconds works as is.
2. Media plan within 24 hours. A longlist of streamers that fit the brief, with a view forecast. Channels are analyzed daily: country and language, category, audience stability.
3. Approval. You remove anyone who doesn't fit; the campaign runs only on approved channels. Each streamer's contract rules out ads next to politics, violence, sex or drugs, and gambling and betting channels are excluded by automated checks.
4. Offers. Each streamer decides whether to take part; on average about 80% accept. If someone declines, another from the approved list steps in and the volume stays guaranteed.
5. Launch in 1–2 days after the streamer and creative list is approved, with online reporting from day one.

To be clear: APIQ is launching its first campaigns in Spain now, so there are no Spanish case studies to show yet. The pool of Spanish streamers is growing, and APIQ has its own community manager in Spain. For the first brands, a pilot makes sense: it is the fastest way to get your own numbers. A campaign can also run in several countries at once, so Spain can run in the same campaign as Turkey, Germany, the UK or the US.

How to measure and what to ask for in the report

A verified view has passed every check: screenshots of the stream, computer vision confirming the creative is fully visible and correctly placed, and a 15-parameter anti-fraud filter. Anything that fails is neither counted nor billed. Ask for:

• Every view with a screenshot, streamer, time and audience size.
• Clicks by source. On average across APIQ campaigns, about 80% come from the chat link, 10% from the QR code and 10% from a click on the screen; every channel gets its own link.
• Results by creative and by streamer.
• Your own attribution: AppsFlyer, Adjust, UTM tags and pixels; on Twitch, post-view conversions too.

Since there are no Spanish campaigns yet, the figures below come from client reports in other markets; those in the table are from Turkey. The mechanics and technology are the same:

Two more campaigns, published without the brand name: a fintech campaign ran on 59 streamers for 30 days, with 9.86 million views at a CTR of 0.84%; a retail and electronics campaign, with 33 streamers over 11 days, passed 1.86 million views at a CTR of 0.78%.

Labeling ads in Spain

The Comunidad de Madrid's guide on influencer advertising (in Spanish, updated July 2025) notes that Spain's General Audiovisual Communication Law (Ley 13/2022) requires advertising to be clearly distinguished by optical, acoustic or spatial means: with text, graphic elements or audio messages within the same content. Royal Decree 444/2024 sets the requirements, covering income and follower numbers, for being a “user of special relevance.” The page does not address live streams separately. The simplest approach is a “Publicidad” label in the creative itself; for your specific case, check with your legal adviser.

What to ask the seller

1. Do you have case studies in Spain? If not, which market are the numbers from?
2. What exactly is guaranteed: airings, impressions or verified views?
3. How is each view checked, and what traffic is not billed?
4. Can I approve and exclude channels before and during the campaign?
5. Can I measure with my own attribution and see results by streamer?

If any answer is vague, the risk is yours. To see how APIQ works with brands and agencies, visit the brands page; for what you can control in a live stream, read Brand safety in live streams.