Twitch has acknowledged that some streamers were doing better than others; now begins the era where everyone gets the same bad deal.
What can Twitch do to right the ship? A malaise has settled over the platform, claims Mark Johnson, a digital culture lecturer at the University of Sydney and Woodcock’s coauthor. “This is a very new sort of ‘period’ for Twitch as a platform, as it’s gone from a long period of fairly rapid change and generally huge user positivity increasingly into a period of really very little change and growing discontent,” he says.
“As more streamers have come to Twitch, many of them tell us that it’s gotten more competitive to grow viewers,” says Twitch spokesperson Samantha Faught. “Improving discovery to enable streamers to grow their communities is one of our top priorities as a company.” Twitch adds that partners can now livestream on other services and platforms “to give them the flexibility to further build their brands and bring new viewers into their communities on Twitch.
Streamers are full of bigger ideas, from scaling back ads to focusing on smaller creators. Mikan suggests putting the “recommended smaller communities” section front-and-center. “If it were up to me, I think Twitch should have an event that puts smaller streamers on the front page, or have an event that shows their appreciation for affiliate and non-affiliate creators,” she writes.
More than anything, Gilhuly says, Twitch needs to listen. It’s the company’s general lack of transparency and communication, inviting trusted community members to meet then ignoring their suggestions, that’s most frustrating. “If creators and viewers want something … why don’t they just do it?” he says. “I think the biggest issue I notice is that Twitch is once again losing its connection to its creators.
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