The Ukrainian-language livestreaming segment actively interacts with a wide variety of brands. Their names and products regularly appear in broadcast chats, during streamers' conversations with viewers, in promotional bot messages, and in channel descriptions.
Streams Charts analysts examined Ukrainian-language livestreaming over the past year and identified the most frequently mentioned brands by the audience. Experts also categorized them into key sectors — from financial services and tech companies to marketplaces, food, and beverages.
Financial topics have long been an integral part of livestreaming. To a large extent, this is tied to the streamer-audience interaction model, which involves donations. In the Ukrainian-language segment, this connection became even more prominent after the start of the full-scale war, when many streamers began actively running charitable fundraisers.
According to Streams Charts, monobank received the highest number of mentions among financial companies and payment systems. The service is closely associated with charitable fundraisers for the needs of the Ukrainian military. The phrase "fundraiser for a jar for the AFU" has already become familiar to the Ukrainian audience, and corresponding QR codes can regularly be seen on streamers' channels.
Privat24 also features among popular financial services. At the same time, for direct support of streamers, the Ukrainian audience actively uses donation and monetization services. Donatello became the most popular among them, leading both in chat mentions and channel description mentions.
Tech companies are traditionally among the most organic brands for livestreaming. Viewers regularly discuss the gear used by their favorite content creators: keyboards, mice, headphones, monitors, and other equipment.
In the Ukrainian-language segment, Lenovo became the leader in terms of mentions. The company actively engages with the audience through streamer ambassadors, including Ukrainian esports athlete and streamer Andrii "Ghostik" Kadyk.
Other popular tech brands, notably Logitech and HyperX, also frequently appear in the streaming environment. They act as sponsors and partners for esports tournaments, show matches, charity giveaways, and streaming marathons.
Ukrainian-language channels frequently mention not only individual products or brands, but entire shopping platforms as well.
According to Streams Charts, Silpo and OLX were among the most discussed platforms in 2025. Typically, users mentioned them in chats when discussing their own purchases or product recommendations.
A high volume of such mentions indicates active consumer behavior among the Ukrainian-speaking audience. Viewers not only make purchases but also share their own experiences and recommendations directly during broadcasts.
Food and beverages is another category that regularly appears in Ukrainian-language livestreaming. By frequency of mentions, it sits right alongside tech brands.
Fast-food restaurants are particularly noticeable. KFC and McDonald’s together received over 200,000 mentions in Ukrainian-language chats. Beyond regular discussions, both brands also regularly featured as sponsors of streamer and esports events.
Among snacks, Lay’s received the most mentions, while Pepsi led among carbonated drinks. A significant portion of these mentions came from promotional messages tied to the sponsorship of streaming events and esports tournaments.
Streams Charts separately highlighted alcoholic beverages. Twitch permits alcohol advertising, but specific restrictions apply to such content. Namely, broadcasts must comply with platform rules, local legislation, and mature content guidelines. Twitch also prohibits displaying dangerous or excessive alcohol consumption.
Thus, Ukrainian-language livestreaming encompasses a significantly broader range of brands than it might seem at first glance. From banking services and tech companies to restaurants, marketplaces, and snacks, brands have become an integral part of how streamers interact with their audience.
As a reminder, tomorrow Battlefield 6 launches its collaboration with Top Gun.
