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As a company and a community, @Twitch would benefit greatly by rethinking who qualifies as a “creator,” and what contributions they should incentivize for people who use their platform. A thread:
Context: I worked at Twitch for 5 years, during which I also streamed as a partner & worked consistently as an on-camera host in the gaming world. I’m now a full-time freelancer who loves Twitch and wants to keep investing in it creatively.
Perpetuating a “real streamer/not real streamer” binary, Twitch currently evaluates creators based on limited analytics that don’t tell the full story of how valuable they actually are to Twitch’s broader ecosystem and community.
Many types of creators that Twitch needs - like producers, hosts and casters, fine art performers, actors, etc. - are overlooked in terms of support infrastructure, and often excluded from community and incentive programs.
As a result, professionals with skill outside daily single-channel streaming must prioritize hired paid work and maintain broadcast platform diversity, making being motivated a primarily/recognizably “Twitch” creator a less valuable investment of time/energy.
Those who do try to be a “primarily Twitch” creator are not rewarded for their efforts, as Twitch programs are geared toward single-channel affiliates and partners who follow the clearly laid out incentives on the partner channel path.
It’s worth noting that a disproportionate amount of streamers from underrepresented groups on Twitch move into more behind-the-scenes roles, or choose only to appear as a guest on other channels as they tire of obstacles like harassment.
I was part of many conversations where a creator was suggested for a role or program, but then crossed off the list because they “don’t really stream,” even though they were live weekly or daily on streams all over Twitch - just not their own.
Even between established partners, on-screen collaboration is disincentivized, as only one creator can receive credit/revenue for any given broadcast. This causes collaborative hesitance and leads to audience-splitting as a common practice.
Based on Twitch’s history, a focus on the single-channel partner model so far is understandable. However, if they truly want to become the leader in interactive, multiplayer entertainment, they’ll need to broaden how they qualify & credit creators.
The solution: Twitch should invest in tools that allow creators to gather analytics and receive credit for work that is outside their own channel. This will not only help the creator succeed on-platform, but also help Twitch understand their ecosystem.
For example: If I could assign a “producer” role to @britweisman on #ExtraBrains, and her creator dashboard would show those hrs broadcast, viewership etc, she’d get deserved credit for a stream on my channel that I couldn’t do without her.
For example: If @djWHEAT could tag me as a “co-host” for his channel during #ExtraBrains, and I could reflect those hours streamed and viewership in my own creator dashboard, we wouldn’t have to simul-stream on two channels and divide our chat.
For example: If @SeltzerPlease could be tagged as a “cast member” during esports events & her creator dashboard showed those event analytics, Twitch could accurately perceive how constantly she is live on-platform and the huge impact she has.
For example: If, instead of indicating that she “doesn’t stream,” @MicaBurton’s Twitch dashboard showed how many people she reached streaming on shows like @CriticalRole and #Eveningstar, it would be clear what a fixture she is on Twitch.
For example: If all players in any given multiplayer show (like D&D, or team let’s plays) could benefit on their own individual channels, it would be easier to collaborate without having to fundraise or quibble about revenue sharing.
For example: Twitch often invites/hires creators to appear on their own channels or shows (like @TwitchRivals for example) for exposure. If streamer dashboards reflected those broadcasts, it could help them concretely demonstrate value to Twitch and/or potential sponsors.
Similarly: Though time away from a channel = lost momentum & revenue in the status quo, if Twitch could credit creators they hire for paid opportunities, streamers wouldn’t have to choose hired work OR channel growth. They could have both!
There are plenty of other applications outside my particular lane: singers, stage performers, celebrities, game developers, you name it - and plenty of other ways to accomplish creator crediting. Twitch’s product team might have even better ideas!
With crediting as a stepping stone, revenue-sharing systems make great sense if Twitch wants to incentivize collaboration. This could have important applications re: DMCA as well, making ways for streamers to pay musicians, for example.
Another next step would be to use a crediting system to allow creators to feature work from other channels in a collection/shelf on their own channel page, so they can show off the full breadth of their contribution and activities.
Obviously this is somewhat self-serving, as these kinds of changes would be of great benefit to me personally, but there are plenty of others like me on the platform, and I think they would agree. I’d love to hear their thoughts on this too!
Twitch is already one of the best platforms for professional online creators, but they can do even better. If Twitch can really “help [ALL] creators make a living doing what they love,” they, and their community will benefit.
