Audible brings audiobooks straight to Twitch in summer campaign with SoaR

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Between August and September, Audible took over the "Starting Soon" screen (the holding screen streamers roll before going live) across participating creator channels, using audio from hit titles like Dungeon Crawler Carl and Project Hail Mary to turn the traditionally quiet segments before a stream into an unexpected audiobook discovery moment. Rather than simply placing an ad around gaming content, the campaign found a way to make Audible's premium audio storytelling part of the stream itself.

The campaign extended across integrated stream sponsorships, including custom Audible overlays, branding, and dynamic assets that appeared during key stream moments, like when creators picked up new subscribers. Creators also worked through a set of progressive challenges during sponsored streams—completing all of them unlocked an Audible-owned sub-gifting moment that rewarded the creators and their audiences without hijacking the experience.

The audience response was particularly strong, with chat conversations showing genuine enthusiasm around Audible and strong resonance with the featured fandoms. For example, in one streamer's two-hour livestream, over 150 viewers paid to have their Audible-themed messages displayed using the stream's Text-To-Speech feature, so they could chat audiobooks and share their favorite titles with everyone watching.

The campaign was developed collaboratively between Audible and SoaR, with both teams working together to craft stream elements that felt native to each creator and community. SoaR handled the campaign end-to-end across creative development, talent sourcing, production and livestream execution, while working closely with Audible to find innovative ways to weave its content into the creator experience.

"Online audiences skip everything, and when they can't, they're just sitting there waiting for it to end,” said Oliver Silverstein, COO of SoaR. “What we loved about this campaign with Audible is that it takes a moment everyone's already waiting through and actually makes it better. It lets the brand show up as the hero by complimenting the experience instead of interrupting it"