Advertising with streamers in Turkey: a guide for brands

In the seven days to 26 October 2026, all ten most-watched Turkish-language channels in Streams Charts' ranking streamed on Kick, led by eray with 699,018 hours watched and 18,276 average viewers. In February 2024, the same platform was blocked in Turkey for several days. That is the market in two facts: a large live audience that moves between platforms, and rules a brand has to know before buying.

Where the live audience in Turkey is

• Kick. Streams Charts' Q1 2026 Kick review (9 April 2026) lists three Turkish creators among Kick's ten biggest peaks worldwide: wtcN (171.5k), Eray (151.2k) and Ayberk (118.8k). Across the Middle East and North Africa, a region Stream Hatchet defines as 22 countries and six language groups, Turkish among them, Kick held 81.4% of viewership across Twitch, YouTube Gaming and Kick in Q1 2026, and Turkish-language viewers accounted for 34.7% of the 425.6 million hours watched on Twitch and Kick (NetInfluencer, 4 May 2026).
• Twitch. Twitch's quarterly hours in the region fell from about 107 million in Q1 2024 to 26 million in Q1 2026. Twitch still sells ads in Turkey: Amazon launched Twitch Creator Sponsorships there in May 2025, and every APIQ case from Turkey below ran on Twitch between 2023 and 2025.
• YouTube. Turkey accounts for 72.7% of YouTube Gaming hours watched in the region, per the same Stream Hatchet data. Google's ad tools, cited in DataReportal's “Digital 2026: Turkey”, put YouTube's reach at 57.9 million users in late 2025: the whole platform, not live-stream viewers.
• TikTok LIVE. The same report gives TikTok an ad reach of 44.9 million users aged 18 and above, 68.6% of Turkish adults. That is not a LIVE audience, and TikTok's LIVE Shopping Ads need a TikTok Shop, which hasn't been announced for Turkey (details in TikTok LIVE advertising).

These are estimates, not audited measurement: they size the market, but plans rest on the media-plan forecast and verified delivery. A Twitch-only plan misses most of Turkey's biggest streamers.

Three ways to advertise with streamers in Turkey

Platform ads. Twitch sells through Amazon Ads: ad breaks, display and, in Turkey, Creator Sponsorships (channel skins, streamer readouts, sponsored subscriptions) bought via Amazon DSP; see Advertising on Twitch. Kick launched Kick Ads in August 2026 (Advertising on Kick). YouTube is bought in Google Ads; TikTok's tools bring viewers to your own LIVE, not into someone else's.

Sponsorship or integration. The streamer presents your brand in their own words. With the right personality, nothing tells a story better. But each channel is a separate negotiation and fee, nobody guarantees how many people see the mention, and the report comes from the creator.

In-stream advertising, bought as media. The streamer adds an ad layer to their streaming software, OBS for example, once. APIQ shows your creative in it: a bottom or side banner, full-screen video of up to 30 seconds, a poll, rich media or Frame-roll. The broadcast keeps going, and one campaign covers Twitch, Kick, YouTube Live and TikTok Live.

You pay one CPV rate for every streamer within a format, fixed in the media plan, for a guaranteed volume of verified views: each is checked on a screenshot with computer vision, and the audience is scored on 15 anti-fraud parameters.

The routes combine well: one or two big integrations, with reach bought per view around them.

What campaigns in Turkey delivered

Figures from APIQ client reports; CTR is clicks divided by verified views.

Behind the numbers:

• Migros Hemen ran video on 203 channels with a chat link every 15 minutes, and got the highest CTR among APIQ's Turkish campaigns.
• adidas: three showings per channel and a chat link; 61% of the audience was aged 18 to 24.
• L'Oréal Paris: 63% of views came from unique viewers.

Across APIQ campaigns, about 80% of clicks come from the chat link, 10% from the QR code and 10% from clicks on the screen. All campaigns: case studies.

Labeling ads in Turkey: what changed on 1 August 2026

Two documents from the Ministry of Trade set the rules:

• The Advertising Board's influencer guide (7 May 2021). For video and live-broadcast content, the disclosure goes at the start of the part where the ad appears, in writing and spoken aloud; it can stay on screen throughout or sit in the title or description. It must say that this is an ad, name the advertiser and say whether the influencer was paid or gifted.
• The amended Commercial Advertising and Unfair Commercial Practices Regulation (published in the Resmî Gazete of 1 July 2026, No. 33297; Ministry of Trade), in force since 1 August 2026. If an influencer gains anything from a post, whether earnings, a discounted product or service, or participation in an event, the words “reklam” (advertisement) or “tanıtım” (promotion) are mandatory. Tamindir (1 July 2026) reported that “iş birliği” (collaboration) and similar wording will no longer be enough.

Neither text deals separately with a brand creative placed inside the stream picture. The simplest approach is a “Reklam” label and the brand name in the creative for the whole display; agree any spoken mention in the contract and check your case with a legal adviser.

Gambling is a hard line: under Article 5 of Law No. 7258 (text quoted by Hukuki Haber), encouraging people through advertising to play illegal betting or games of chance carries one to three years' imprisonment and a judicial fine. In APIQ campaigns, gambling and betting channels are excluded by automated channel checks, and APIQ doesn't accept casino, betting or iGaming campaigns; more in Brand safety in live streams.

Platform access: what happened and how to plan for it

• February 2024. Kick was blocked on 21 February by decision of the National Lottery Administration (Milli Piyango İdaresi), DonanımHaber reported, and unblocked on 26 February; the same outlet noted that Kick had closed its gambling and betting category for Turkey. Twitch, blocked for about a week on the same request, was restored on 29 February.
• September 2025. Decision No. 2025/134 of 16 September 2025 by the same administration blocked live-video.net, Amazon infrastructure used to deliver Kick and Twitch streams; Webtekno (17 September) reported that streams on Kick and Twitch would not load. We found no published report on when or whether that block was lifted; Streams Charts data from 2026 shows Turkish Kick channels drawing large audiences.

For a campaign: spread delivery across platforms, check delivery by platform daily, and agree in the contract what happens to the schedule if a platform becomes unavailable.

Checklist: how to start a campaign in Turkey

1. Brief. Goal, dates, audience and platforms. A Turkish-language TV spot or online video of up to 30 seconds works as is.
2. Media plan within 24 hours. A longlist of streamers across all four platforms with a view forecast; channels are analyzed daily for country, language and audience stability.
3. Approval. Remove anyone who doesn't fit; the campaign runs only on approved channels.
4. Label. “Reklam” and the brand name in the creative.
5. Launch in 1–2 days after the streamer and creative list is approved, with online reporting from day one.
6. Report. A screenshot of every view, clicks by source, your own attribution (AppsFlyer, Adjust, UTM). How to read it: How to check that your ad actually ran.

Advertising with streamers in Turkey: FAQ

Can I advertise on Kick in Turkey? Yes: through sponsorship deals with Kick streamers, or with in-stream ads across many Kick channels, bought as one campaign. The reports we reviewed don't say whether Kick's own Kick Ads is sold in Turkey.

What does advertising with Turkish streamers cost? There is no public price list. In a sponsorship, each streamer sets their own fee. With APIQ, the CPV rate depends on the format (a banner costs less than full-screen video), is the same for every streamer within a format, and the exact rate is in your media plan.

Can we work only with our own streamers? Yes, in closed-circle mode. The volume guarantee doesn't apply then, and delivery rests with the advertiser.

Can Turkey run alongside other markets? Yes: one campaign can cover Turkey, Spain, Germany, the UK and the US, with one report.