Twitch’s Creator Crackdown

CREATOR NEWSLETTER


If there’s one thing that Kai Cenat’s recent subathon has made clear, it’s that he is the top streamer on the internet right now. Earlier this week, he broke the record for most subs ever on Twitch and was recently nominated for five Streamer Awards, an award show that recognizes the top content creators in the industry. His subathon was more than just another online event, it was a cultural moment that cemented Twitch as a powerful place to build audiences.

But just as more small and mid-level creators are leaning into Twitch, hoping to replicate Cenat’s success, a wave of demonetization has hit the platform. This month, Twitch introduced a new classification label specifically for streams focused on “politics and sensitive social issues.”

The update requires creators to mark content that delves into subjects like civic engagement or civil rights, and restricts ad monetization on those videos. “It’s our version of the Adpocalypse,” said Austin MacNamara, a Twitch streamer in New Orleans who has seen his earnings plummet since the policy change. MacNamara said that he used to make up to $180 per stream, but since the restrictions went into place, he is now making around 50 cents.

Twitch’s decision to institute these monetization restrictions significantly harms creators who discuss anything that could be perceived as political, right at a time when interest in livestreaming is growing. During his subathon, Cenat said that Kick, a controversial competitor to Twitch, offered him $60 million to switch platforms. He prayed to God and ultimately declined the offer. 

But if Twitch continues the aggressive crackdowns on up and coming creators, a growing number of creators will be looking elsewhere.


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