Catch Up With Friends

Twitch’s aptly named “IRL” (short for “in real life") directory covers categories ranging from art and music to travel and fitness, but is especially loved for its “Just Chatting” category, which racked up 3 billion hours watched in the first nine months of 2023, according to Twitch. Here, conversations about almost every topic take place—from celebrity and pop culture deep dives to self-care and mental health.

Because the IRL directory covers so many varied areas of interest, it’s a great place for viewers, streamers and brands to begin their journey on Twitch. Think of it like the mall’s anchor department store—the ideal environment to try new things out, get some inspiration and potentially find an area of interest you’d like to dig deeper into.

The same goes for streamers who have made a name for themselves in one area—like gaming—but, like all of us, sometimes need a break from their routine. That’s where categories found in the IRL directory come in. Whether they’ve got another talent to teach, an interesting story to tell or just a desire to break away from whatever it is they already do online, the possibilities are limitless.

Streaming Just Chatting content or other categories found in the IRL directory offers a chance to break out of the gamer mold and open up space for fun and relaxed conversations with viewers, deepening the connections they make with their audience. For viewers, it’s an opportunity to see their favorite streamers in a different light, connect with them on a more personal level and remind them of the reason many of them are there in the first place: to have fun.

Express Yourself

Creative expression and learning go hand in hand on Twitch. Viewers can paint their nails with streamers, watch their favorite characters come to life through makeup tutorials or learn how to create unique tattoos in real time alongside the creative streamers who broadcast Beauty & Body Art content on Twitch.

One of the most eye-catching and expressive corners of Twitch’s beauty scene has got to be drag.

Though the drag community has been on Twitch for years, it’s come into its own over the past few years, as dedicated drag queen and king streamers have helped make the drag community there safe, supportive and increasingly popular on the service. Here, people can find a plethora of fabulous self-expression, ranging from drag makeup tutorials, drag talk shows and drag cosplay, as well as a number of category crossovers such as drag baking or “gayming” in drag.

Streamer Spotlight

Creator of the Stream Queens and the first drag queen Twitch Partner, Deere is known for spooks and lewks—glamorous makeup tutorials and scary video gameplay. Deere also frequently collaborates with one of her favorite publishers, Capcom, through the "Capcom Creators" program. Her popularity has led to brand partnerships with chip maker AMD, the multiplayer game Dead by Daylight and M.A.C. Cosmetics.

A safe place to hang out: “Queer people don't always have fairy-tale home stories. So being able to create a place where people can just come in and hang out with me ... that's so special. It can be a pivotal moment in your life when you finally have your community, and you have a place to go—it's like finding the gay club. When I was 18, going to the gay club was so special because it's like, ‘Oh wow, I'm with my people.’ And now we can do that through the internet.”

Something for everyone: “Some people love the video game. Some people love the drag, so their favorite part is watching me get my makeup on and talking about my makeup process. Some people love every aspect and they're there for six-plus hours, soaking it all in. I love it because I'm in a unique position where I can give multiple things to viewers.”

On brand partnerships: “The only thing better than the community embracing my livestream is the higher powers of brands and developers embracing it. There's also a certain transparency that I like to have when collaborating with a company—it's an active participation. It's not, ‘Oh, I hit a button and I run an ad.’ It’s the company saying, ‘We align with the queer community, the queer community is important to us, we want queer people to know that we are not against them.’”

Let's Play

From Pokémon and Magic: The Gathering championships to intense chess matches to thrilling Catan campaigns, Twitch has also become a hub for tabletop gaming.

This corner of Twitch gives viewers the chance to lean into the excitement of RPG, card and board games and learn how to master them with other enthusiasts. And like video game channels, viewers find joy in both spectating and being part of the action.

Brands looking for a way to connect with this audience can leverage the imaginations of narrative-based RPGs and the channels that bring them to life.

Like many genre-bending categories on Twitch, these channels can take an unusual twist on game play. CriticalRole, for example, is a self-described “bunch of nerdy-ass voice actors” who bring their talents and charisma to tabletop RPGs. They bring their campaigns to life in real time, with real reactions, real emotions and real comedic beats. Their acting experience appeals to theater lovers, improv fans, movie buffs or just about anyone.

CriticalRole’s 1.3 million followers, affectionately called “Critters” do more than bond over storylines; they share ideas for cosplay, crafts and fan art to create a true community. And because CriticalRole also runs its own foundation, Critters come together to donate and raise money for the causes that are most important to them.

Get Creative

This cozy and creative corner of Twitch is a place to learn, relax and hang out with fellow makers. In addition to the aforementioned Beauty & Body Art category, the Creative directory includes categories like Makers & Crafting, which generated 8 million hours of watch time in the first nine months of 2023, according to Twitch. Here, viewers can watch an animated movie get made, build custom Legos with a champion builder or simply snuggle up to watch their favorite streamer knit to the calming sound of rain.

On other channels, viewers are treated to a potpourri of crafting activities—knitting, crocheting, scrapbooking, bookbinding, needlepoint and journaling. Here, they can enjoy the simple act of making something with someone else, whether they’d like to talk in the chat or not.

The maker world on Twitch extends even further. Streamers paint miniatures and create dioramas. They talk you step-by-step through computer graphics or drawing manga, or channel their inner Bob Ross and paint landscapes. Mr_Horologist, as his name suggests, disassembles and repairs mechanical and battery watches.

Like many parts of Twitch, this section has something for everyone, all at once—think live-knitting a Fortnite-inspired sweater, designing a cosplay costume or watching someone 3D print toys. Brands can leverage this to not just engage with makers but also align their brand to the crafting.