Promote on Twitch?

PenguinManiac

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For those who don't know about it, Twitch is the currently most popular streaming platform on the web, probably surpassing YouTube. It is mostly related to gaming, but it has opened up to similar niches and opportunities, giving birth to channels with a variety of interests.
Promotion on Twitch is already widespread, given how many sponsors look for players and teams to sustain, but I'm surprised to see that there are not as many sponsors for more casual channels (even if they have a decent following), as well as standard ads.

Is it because Twitch is not as good a marketing platform as, say, Youtube, or is it simply because marketing hasn't gone that far yet? Would collaboration with Twitch streamers be successful to promote products, services or websites?
 
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