The digital age has brought many ways to advertise, opened the world of information and data for the advertiser and facilitated the monitoring of consumer actions, thus bringing us closer to users and their needs. The large amount of data and how it can be used stops the inexperienced or the frightened in creating a relationship with the consumer. Wrong interpretation and choice of the channel can make the dialogue with the consumer difficult. Data interpretation is important to clearly determine the consumer's needs and wants. Advertisements, regardless of how much consumers believe they do not affect them, do their job of getting into consumers' minds and promoting products. A problem that has been growing for years is the increasing number of ways for blocking ads and the number of search engines that have built-in such blockers. Therefore, it is questioned what the exact number of consumers is for whom our ad has been created and missed, and what the real impact could be without blockers. Sponsorship appears as a solution, in this case for the launch of a video game, because sponsorship cannot be avoided with any ad blocker, and is often preferred by viewers of video content. The paper describes the characteristics of several sites on the internet that serve to broadcast live content, especially video games, and their impact and perception on consumers regarding the use of streaming sites for the purpose of promotion through the sponsorship of video game content by certain channels on these streaming platforms. To get the best possible insight into the issue of the topic, a survey was made of consumer perception of sponsorship as a way of product promotion and the strength of the influence of ads versus sponsorship, as well as the growing limitations of internet advertising. The emphasis is on the data and received opinions of consumers and their correlation and potential use of streaming platforms as a better way of advertising or sponsorship.