Twitch
Twitch
Twitch
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Twitch
Twitch is the largest of all the major livestreaming platforms in and around the gaming world, but it wasn’t always that way. Th platform’s history dates back over many years and to a form of the service that had little to do with gaming. So how did it arrive to the top of the gaming marketplace from those humble beginnings?
Twitch transcends justin.tv, is acquired by Amazon
Twitch was originally born out of justin.tv, an early livestreaming website that focus more on general lifestyle streaming than on any one particular niche, gaming included. justin.tv, named after co-founder Justin Kan, was launched in 2007 and went on to feature multiple categories of streaming options. Among these was gaming, a category which quickly outpaced the growth of platform’s other categories.
Responding to this growth, justin.tv spun out its gaming section in 2011 into a new service called Twitch.tv, and that is the true starting point of Twitch as it exists today.
It would still be some time before Twitch would resemble its modern-day operation. The biggest move towards that progression came in 2014, when the streaming platform was purchased for just shy of $1 billion in cash by services and technology giant Amazon. That move transitioned the company being a private operation largely funded by private investment and internal revenues to one of many arms of one of the world’s largest and richest companies.
Twitch dominates gaming livestreaming
The growth of Twitch largely coincided with the growth of livestreaming the world over, and gaming was a key driver of that growth as audiences flocked in droves to watch charismatic personalities play through their favorite games both new and old. Some of those personalities would become so popular that they would rival mainstream celebrities in notoriety with younger audiences, from Tyler “Ninja” Blevins to Imane “Pokimane” Anys.
Some of those personalities would be poached by rival streaming platforms that cropped up in response to the runaway popularity of Twitch. Microsoft’s Mixer and YouTube’s YouTube Gaming both signed streamers with massive audiences to exclusive streaming deals via big-money contracts. But Twitch proved resilient; no matter how popular the streamers were when they were signed away, someone else seemed prime to fill their spot. Twitch had become more than just a vehicle through which popular personalities could stream. It was itself a destination for its audience.
Twitch does still continue to compete with rival platforms. Kick is perhaps its biggest competition today, offering generous subscription revenue splits in an effort to sway streamers away from Twitch. But Amazon’s platform remains the most popular.
Twitch finds controversy over moderation, censorship
Given the nature of the Twitch platform, one that is entirely reliant on user-generated content, it should come as no surprise that moderation and censorship have long been hot topics of conversation. Consistency, or lack thereof, is often cited as Twitch’s biggest issue as its moderation team struggles to pass judgments across a litany of streamers producing a great variety of content.
Those content types have only grown over time. While Twitch found massive popularity by moving away from the greater variety of justin.tv and focusing specifically on gaming, the platform has ironically pushed back into other categories in more recent years, attempting to find additional growth by emphasizing the streaming of art, music, and its popular “just chatting” content that sees streamers talking directly to their audience without any particular activity driving their engagement.
But while Twitch is now a lightning rod for controversy and discussion given its great size and breadth, that controversy has shown no real risk to lessening its grip on the livestreaming industry. Twitch has become the dominant name in its category, and with its biggest streamers continuing to set new records, all signs point to that dominance continuing for the foreseeable future.