Twitch defends 50\/50 sub split amid growing competition from Kick and YouTube TwitchTwitch\u2019s chief product officer Tom Verrilli and chief monetization officer Mike Minton have addressed the controversial 50\/50 sub split on the platform, and how they plan to make Twitch the best place for streamers despite rivals offering much higher splits. It\u2019s been a turbulent start to the year in the livestreaming space, with new platform Kick gaining some momentum, but also mired in controversy over its connection to gambling site Stake and the enforcement of community guidelines. Part of Kick\u2019s appeal for streamers though is the 95\/5 sub split, with Twitch\u2019s 50\/50 split paling in comparison. However, Twitch remains steadfast in this approach, and two officer\u2019s from the Amazon-owned platform have given clarity on why. Twitch doubles down on 50\/50 split Speaking to The Verge, Minton acknowledged the negative feedback from streamers about the 50\/50 split. \u201cThere certainly was loud conversations within the community in terms of their feedback and reception. \u201cWe talked a lot about how we\u2019re in this together, and part of that is innovation,\u201d Minton continued. \u201cWe are committed to continuing to improve our monetization products and building new monetization products, and at the end of the day, we are committed to increasing the amount of money a streamer earns.\u201d Rather than simply opting for a higher sub split, such as YouTube\u2019s 70\/30 split, Twitch is apparently focused on making Twitch overall a more lucrative place to stream through product innovations and sponsorships for streamers. One example pointed to by Minton was the ad incentive program. This provides streamers with a pre-agreed payment provided they stream a certain number of hours and run a specific amount of ads. \u201cThe acceptance and engagement on the ad incentive program far exceeded our expectations. So streamers are clearly seeing the value in running ads now.\u201d Chief product officer, Tom Virelli, said the focus is on helping streamers to grow their communities. \u201cWe want to make it easier for creators to take their amazing Twitch content and distribute it,\u201d Virelli said. \u201cBut we also need to take more responsibility for delivering viewers straight to streamers while they are on Twitch.\u201d Virelli references a currently in-development feature called \u201cGuest Star.\u201d It\u2019s not exactly clear what this feature is (The Verge describes it as \u201can integrated tool that allows streamers to easily feature other creators or their audience in a livestream\u201d), but Virelli said he thinks it is the \u201cnext evolution\u201d of Twitch chat. The flat-out refusal to increase subscription splits has already incentivized some streamers to move on to pastures new, but if Twitch can in fact make the platform the most lucrative place to stream through these other methods, it may yet retain its livestreaming crown. In related Twitch news, the company is set to lay off 400 staff this week.<\/p>\n","protected":false},"excerpt":{"rendered":"
Twitch defends 50\/50 sub split amid growing competition from Kick and YouTube TwitchTwitch\u2019s chief product officer Tom Verrilli and chief monetization officer Mike Minton have addressed the controversial 50\/50 sub split on the platform, and how they plan to make Twitch the best place for streamers despite rivals offering much higher splits. It\u2019s been a […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-62285","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts\/62285","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/comments?post=62285"}],"version-history":[{"count":0,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts\/62285\/revisions"}],"wp:attachment":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/media?parent=62285"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/categories?post=62285"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/tags?post=62285"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}