In the ever-competitive live streaming market, Twitch, the Amazon-owned platform, has been facing stiff competition from new players such as Kick, which offers a 95/5 sub-split to its streamers. However, Twitch remains steadfast in its commitment to the current 50/50 split, with two of its top executives providing clarity on the matter in a recent interview with The Verge.
Tom Verrilli, Twitch’s chief product officer, and Mike Minton, chief monetization officer, acknowledged the community’s negative feedback on the 50/50 split but emphasized their commitment to creating a more lucrative streaming environment through product innovations and sponsorships.
Minton stated that Twitch is committed to improving existing monetization products and developing new ones to increase a streamer’s overall earnings. One example of such an innovation is the ad incentive program, where streamers receive a pre-agreed payment for streaming a specific number of hours and running a designated number of ads. Minton revealed that the engagement and acceptance of the ad incentive program exceeded their expectations, with streamers seeing the value in running ads.
On the other hand, Verrilli highlighted Twitch’s focus on helping streamers grow their communities by making it easier for them to distribute their content. Twitch aims to take more responsibility in delivering viewers directly to streamers while they are on the platform. As part of these efforts, Verrilli mentioned an upcoming feature called “Guest Star,” which he believes will be the “next evolution” of Twitch chat. Although the details are scarce, The Verge describes it as “an integrated tool that allows streamers to easily feature other creators or their audience in a livestream.”
Despite the company’s refusal to increase subscription splits, Twitch’s plans to make the platform more lucrative through various methods may help it retain its position as the top livestreaming platform. As rivals like Kick grapple with controversies surrounding their connections to gambling sites and community guideline enforcement, Twitch’s commitment to innovation and monetization products could ultimately give it an edge in the long run.
As the livestreaming landscape continues to evolve, it remains to be seen if Twitch’s strategy of focusing on innovation and monetization products will be enough to keep streamers on the platform and maintain its status as the go-to destination for livestreaming content.