Devin
@DevinNash
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CMO and Creator | Building Better Results for Brands @ (co-founder) | Tweets Explore Marketing & Content Creation Ideas in the New Media World
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Joined September 2012
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The
@Twitch
ban update is one of the more severe a social platform has implemented. If you ban a person, they can no longer see chat. But also, any additional accounts they create are IP shadowbanned (they can post messages but no one can see them.)
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With 100,000 subs, Kai Cenat will lose $1,071,440 in 2023 just from Twitch's sub split changes. Twitch needs to put every creator at a 70/30 split no matter what it takes. Creators like Kai are the most innovative in the game and deserve to be fairly rewarded for it.
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Streamers are STILL being DMCA'd for clips/VODs they deleted. Why? They're still on Twitch's server even if you deleted them. Below are my deleted clips. Yet here's one they stored from 2016: We deleted our entire legacy and Twitch still didn't protect us.
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It is INSANE that
@Twitch
informs partners they deleted their content - and that there is more content in violation despite having NO identification system to find out what it is. Their solution to DMCA is for creators to delete their life's work. This is pure, gross negligence.
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It speaks to how obsessed we are with clout that people view this as failure. Guy has 25 million dollars. He streams a 19 year old game for fun and is still top .1% of Twitch. This mindset that everything needs to be about viewership is toxic for creators.
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How to understand this is: the top 500 creators will earn 29% less revenue per subscriber after reaching $100,000 earned in a year. No other Twitch streamer will be effected. More alarming in this post is Twitch saying they can't afford the run the website. Explanation below.
In our latest blog post, we tackle a topic that's been at the forefront of the community for some time - the rev split.
We also provide a related update around monetization for a subset of Partners.
Read here:
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The issue of gambling on
@Twitch
should have resolved months ago with a platform wide ban. I left Twitch over this issue and still feel the exact same as eight months ago when I originally took that stand. Gambling is horrible for the platform. Get rid of it.
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This is NOT a gambling ban. Headline readers are getting this wrong. Twitch doesn't say they are banning luck-based gambling - ONLY certain websites that "aren't licensed in the U.S." - Unfortunately, this leaves plenty of room for gambling to remain on the website come Oct. 18th
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After his $1,000,000 community giveaway tonight,
@Trainwreckstv
has now given away more money than any other Twitch content creator in history. An incredible use case of one person elevating a whole platform towards good. Awe-inspiring.
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Imagine putting a feature in Twitch VODs where the streamer can edit and mute a small section of it. Nah - let's just tell them to delete all their VODs and clips and a career's worth of memories. Twitch had years to address this.
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For context/clarity - we tested this using main and alt accounts. Unbanning removes the shadowban from all accounts. I'm a fan of giving more power to broadcasters. These new tools enable us to curate toxicity from our communities with more reliability.
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Twitch should never ban streamers caught in TOS violations by viewer bait. It encourages trolls to play a cat-and-mouse game where the streamer inevitably loses. Don't ban if the streamer removes the content in good faith. Disempower trolls and the problems they create go away.
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Twitch hasn't walked back forced platform exclusivity for all creators *and* their terms of service still stipulate that they are EXCLUSIVELY able to control all advertising on your live stream. This apology is smooth words hiding sharp intentions.
Yesterday, we released new Branded Content Guidelines that impacted your ability to work with sponsors to increase your income from streaming. These guidelines are bad for you and bad for Twitch, and we are removing them immediately.
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No one in media got this Twitch exclusivity announcement right. Headline news is infuriatingly clickbait. Streamers will misinterpret this news. Here's what really happened 🧵 - tl;dr - you're still Twitch exclusive where it matters.
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You shouldn't get to take 50% of someone's income just for being a platform. In any other business model this is an insane notion. Twitch is taking more than any other major platform. If they don't change direction, the next streamer's rise to the top won't be on Twitch.
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INCREDIBLE -
@LudwigAhgren
makes
@Twitch
history by surpassing
@Ninja
's 2018 record with the highest monthly subscribers on Twitch. This is astounding considering Ninja achieved this with a Drake collab AND a Twitch Prime drop at Fortnite's peak. Ludwig is in a class of his own.
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People who are cheering about Twitch removing
@Amouranth
's revenue will be real mad soon when their favorite streamer gets nuked for being a brand risk. If you think this stops at sexual content, think again.
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RIP Byron. You were a vanguard to the gaming industry in life. My hope is that you continue that trend in your passing. Let your journey be a beacon to everyone that we need change in mental health support and toxic online culture. Be good to each other. Lift each other up.
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Top creators like Kai are pushing content to the next level and that's what is driving these meteoric sub counts. Twitch is blessed to get creators like this streaming on the platform but it won't last unless they fairly add value back to those creators.
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I spent a month researching mental health in streaming to create this video. Please share this discussion. Streaming has a mental toll much larger than the public gives it credit for. We need to normalize broadcasting as a real and difficult profession.
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When Twitter is literally fine next week I hope everyone remembers what a media grift this all was.
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Viewers paying for streamer exposure feels terrible. Worse, the results are uncertain - recommendations aren't views. But most disturbing is what this suggests about the company's thinking. There's no regard for culture with this move. Every money making option is on the table.
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The current model of livestreaming is unsustainable. The future of live content is events. This is a 🧵about the problem with livestream content right now, and how a few creators are ahead of the curve.
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The Twitch meta is permanently changing thanks to the success of streamer collaborations. Rust average viewers have increased 586% in just 15 days. Collab is the future of Twitch.
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One year ago we had less than 1,000 subs on - thank you everyone for giving me something else to be grateful for this Thanksgiving
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This is happening Friday the 15th at 6:00PM PST. Don't miss this one!
@Amouranth
and I will be deep diving into her amazing journey to becoming one of the top creators in the world. I'm looking forward to this talk and I'm astounded by the progress and impact she's making.
Something crazy happened today, I will talk about it as soon as I can, literally legally cannot. But I’ll share on YouTube and on my twitch stream when I can! Also live on twitch!
ALSO FRIDAY EVENING CENTRAL TIME I’LL BE DOING AN UPDATE INTERVIEW WITH
@DevinNash
!!
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Many people are asking me to talk about the Twitch leak. I won't. I don't feel good about covering illegally obtained, private company information. I always try to choose what's right over what's popular. This is one of those times.
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The fearmongering and misdirection about Twitter recently is wild. People are being led to believe that Twitter has become a wild hateful battleground on the verge of destruction. The media is desperate to push that narrative on you without real evidence. Examples below.
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Ok ok I'll stop playing Diablo and make a video about the Twitch brand changes but I don't care because I moved 95% of my business to other platforms over 2021 -> 2022 when I warned you all about this in the first place. A leopard never changes its spots.
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Absolutely insane numbers on Twitch coming from Grefg. This stream beats LoL Worlds record of 1.7 million viewers for all time at 2.5 million. He represents over 35% of the TOTAL Twitch audience on one stream right now. Historic! Non-English streamers are dominating the platform.
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People don't realize how much more money they could make by diversifying. Understanding how platform revenue splits affect your brand can more than DOUBLE your income by doing the same thing somewhere else. Watch here:
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People complaining about Twitch introducing midroll ads either don't read or want something for free. If you don't want ads, pay for Twitch Turbo or sub. If you can't or won't - then you watch ads. That is the transaction for the service Twitch provides. It's how business works.
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Add another notch on the track record of consistently smart business decisions by 100 Thieves. CDL is overpriced and unlikely to produce ROI. This is 100% the right move for a company trying to build a business on revenue models that make sense.
It is with a very heavy heart we announce that 100 Thieves will not be participating in competitive Call of Duty in 2020.
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It is insane to me that broadcasters can build multi-million dollar content empires and in the same breath do something so blindingly stupid as stream full episodes and movies of AAA titles on Twitch. What a time to be alive.
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@EsfandTV
Thank you, it was the obvious choice. As my first executive action we're opening a new position for Director of Shipping Services. You are welcome to apply!
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More broadcasters are moving to Youtube to stream less hours but produce higher quality shows. I've always had mad respect for
@LudwigAhgren
and can't wait to see what he does at
@YouTubeGaming
. Excited about how he will further impact FGC and Youtube's streaming culture.
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@Trainwreckstv
You set the standard for how streamers can change the world. From giving back over $1,000,000 to those in need to this partnership with the phenomenal
@YouAreRAD
. I can't overstate what a positive step this is for livestreaming culture. May more influencers follow your example.
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Gambling is damaging to young Twitch users, bad for legitimate advertisers, and brings down the quality of the whole site. It's not about the money. Twitch is just too bureaucratic to take a stand against it. Good people work there, but are corralled by bad leadership.
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A predictable but concerning move. I worry people won't see the forest for the trees here. Twitch's decision to unilaterally remove revenue from a content creator's channel without any preamble should be a warning to anyone trying to make a living on the platform.
Yesterday I was informed that Twitch has Indefinitely Suspended Advertising on my channel
Twitch didn't reach out in any way whatsoever. I had to initiate the conversation after noticing, without any prior warning, all the ads revenue had disappeared from my Channel Analytics
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Removing creators who moved to Youtube from Twitch Recap feels petty. There's no legal justification (AFAIK) and not much of a business reason to do this. Not a great look if your marketing shtick is "we care about our creators." It just feels like a unnecessary burn.
I’m bummed that I was completely removed from the twitch recap
Although I understand it from a business perspective it’s still sad to be erased from so many people’s year
Thanks to everyone who watched me
I appreciate you <3
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My DMCA Resource Master Guide is live. It informs broadcasters and helps navigate this confusing subject.
Google Page Link:
Google Doc Link:
Share for awareness!
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It's like saying Smoothie King is increasing their prices by 30% because they charge $8 per smoothie to customers. That's not their cost to make a smoothie. They bulk buy ingredients, have deals with suppliers, etc. This justification from Twitch makes no sense.
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Then Twitch includes this bizarre paragraph. They use the IVS rates they *charge customers* to justify their expense. But Amazon owns these servers - and these prices are for minimum usage. It would cost Amazon substantially less than they charge customers to run these servers.
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@xQc
@AdmiralBahroo
He's worried about the site as a whole. You don't stream in a vacuum, you stream in an ecosystem. Your actions effect the whole site in the form of lower CPMs and site-wide concessions to media companies that impact ALL streamers. Weekend reading:
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Announcing - a free resource for content creators to get quality sponsorships. No fees or BS. No exclusivity. All deals done by humans. Intro video: - any size creator on any platform can sign up. Here's why we built it 🧵⬇️
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This should raise an immediate red flag. Why is Twitch calling the shots on what is good or bad for your community? None of the data on simulcasting supports this. It's universally healthier for the growth of every broadcaster that tries it.
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Overall, streamers should think about a service like Patreon that charges an 8-12% split instead of a 50% one. Twitch's split remains one of the highest of all social platforms. Broadcasters can take home more by diversifying their offerings to more price competitive platforms.
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Punishing streamers (even if it's just the top 1%) because Twitch can't get its ad program together to recoup those costs feels bad. Subscribers aren't a major Twitch revenue driver so this feels like a weird change.
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Twitch could score an easy win by getting rid of gambling once and for all. I gave up a platform (earning $15,000/month) and have turned down MILLIONS of dollars in gambling sponsors directly through my agency. Because evil only thrives when good people stand by and do nothing.
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Twitch is undoubtedly expensive to run, but few of those costs are recouped through subs anyway. Because subs always earn Twitch a flat rate - but ads are dynamically priced and their potential scale is infinite. Translation - ads make far more for Twitch than subs ever will.
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@Trainwreckstv
This is the same subreddit that committed to eliminating harassment after a series of the largest wake up calls in gaming industry history. It's barely a month later and everything is back to business as usual. What even changed? Disheartening.
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While I'm hot on this, we shouldn't let the behavior of "gambling addicts" off either. Every streamer is accountable for their own platform. You don't give Sliker a pass because of "gambling addiction." He maliciously scammed dozens of people and ruined lives.
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Can anyone give me a single compelling reason to keep Twitch partnership (exclusivity) vs. multistreaming for higher discoverability and diversified monetization?
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This isn't an attack on the industry. (
@joerogan
even acknowledges the professionals later) This is Joe's personal recollection of gaming addiction. The vast minority of people make discernible income from gaming compared to the people who have struggled with it.
“Video games a real problem. You know why? Because they’re f**king fun. You do them, and they’re real exciting, but you don’t get anywhere.”
Joe Rogan has described video games as a “waste of time” for 'most people':
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I wish more top creators followed this example, rather than the current meta of illegally streaming reactions to movies and TV shows; then giving away $500 of their millions for retweets on Twitter.
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WOW -
@CashApp
just dropped $20,000 to the
@Trainwreckstv
& Scuffed Podcast community. What a way to open up a partnership. Ya'll helped so many people today. Grateful to be working with the
@CashApp
family.
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You're a legend
@REALMizkif
- thanks for the awesome chat and for teaching me how to dance
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There are still streamers accountable for their own platforms, but they are becoming more rare. That's why I support
@Trainwreckstv
. He gambles, but his messaging about gambling is clear to everyone. He also funnels hundreds of thousands to mental health and charity.
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Twitch isn't making money off gambling. They're losing on sitewide CPMs. Legitimate advertisers don't want their ads served next to online casino ads. They don't want to support advertising gambling to kids. This decision is costing Twitch in cultural equity and real revenue.
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I made a Master Guide for Mixer Streamers as a result of the shutdown. You can minimize the impact on yourself and your community by being proactive.
Google Doc Link:
Share for awareness!
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First: sub splits. To earn $100,000/yr from subscribers alone you need 2,380 users subscribed in a Group A Territory (USA, Europe, etc) per month ($8,333/mo or $100,000/yr) - that is beyond the top 1% of partners. About 600 people have those numbers:
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@JeffreyGreller
@YouTubeGaming
🤣imagine having a functional programmatic ads system so you can properly reward your creators AND keep your lights on
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If ever there was reason to ban someone from a platform, scamming dozens of people and ruining lives with tons of visual proof is it. He tried to get me too BTW, but I've played way too much EVE Online to fall for that one.
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Twitch's ability to consistently release features not a single person likes is actually impressive. It's important to know how this system works, so I made this video to breakdown Twitch's new experimental feature to have viewers pay to "boost" streams.
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Twitch CEO Emmett Shear is retiring. I know everyone is looking for a hot take but the reality is that Emmett hasn't run Twitch in years. If you've seen the company the last 2-3 years, you've seen it under the new CEO Dan. This won't impact Twitch's stagnant atmosphere.
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I'm 5 months into not streaming because of Twitch's decisions and I have plenty of eggs to throw. But this isn't the moment for that. Staff who did nothing wrong will work long hours to fix this. Untold security problems loom ahead. I won't be a part of making any of that worse.
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Opting out of TwitchCon. What is the cost benefit in losing 2+ weeks to illness? I just don't see the practical point of these conventions unless the organizers do the bare minimum to keep people well.
Twitchcon updated the Health measures page.
"In accordance with current local guidelines, there will be no COVID-19 vaccination or testing requirements at TwitchCon San Diego. Although masks are encouraged, they are not currently required."
#TwitchNews
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YOU should call the shots on what's optimal for your community, not Twitch. The real reason is because they know these competitors are a legitimate threat and they don't want you to find out you can do better elsewhere and switch your main platform. It's about market share.
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I pray this feature doesn't go live due to community feedback. This feels the worst for small streamers who would have to choose between income (donations, subs) and encouraging their viewers to pay for recognition.
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(and if it's not and the whole thing kabooms at least there will be no record that I said this)
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Twitch doesn't pull the trigger for the same reason simple changes take years on the website. The right people don't care. The good people in partnerships and PM positions working hard don't have the corporate clout to push the issue through leadership.
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First we should actually read the announcement. It says clearly - you still can't multistream/simulcast on any of their competitors they consider long form. (Youtube/Facebook) They say this is to prevent a "sub-optimal experience for your community."
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A lame half measure. Influencers will dodge around this using the same tricks that allow Twitch to be an Only Fans funnel. Ban luck-based gambling full stop. The damage it does to audiences is catastrophic and worse for sponsorships sitewide besides.
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Obligatory 30 minute Devin Nash video explaining some of the hidden details of this announcement and why it's instructive of Twitch's overall direction -> - you all knew it was coming. 🥳
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@BangBangClick
Publishers will never do this. Why would they? It's free promotion for their game and inherently symbiotic. Further, most EULAs already grant this permission to broadcasters. Your tweet is unnecessary scare tactics during a time we ought instead discuss productive solutions.
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Unfortunately, there's only one Trainwreckstv out there, and dozens more rats who will abuse the system and their audience for fame and dollars. This is a platform problem, not a people problem. Create the environment for people like that to thrive and they will appear.
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Huge change to Twitch - broadcasters can now DISABLE clips made on their channels. Will streamers use this feature?
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To players and staff affected by the CLG layoffs - please DM me if I can help you develop your resume or connect you with potential adjacent industry positions. I will help as much as I can. Business leaders in the gaming space also please reach out to me if you're hiring.
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Twitch cannot run a business without streamers running ads. Subs and bits don't scale. Ads do. Their business is monetized via brand advertising. For people saying, 'my viewers will miss moments' - run ads during breaks. Twitch does NOT force ads if you run them yourself.
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Read the announcement - "...to prohibit streaming of gambling sites that aren't licensed either in the U.S. or other jurisdictions that provide sufficient consumer protection." What classifies a jurisdiction as "sufficient?" - Twitch doesn't say that gambling itself is banned.
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Foreign countries pay less for subs. So take about 100 people off that list and you come up with 500 creators. 70 to 50 is 29% less revenue. $5 at 70/30 earns a streamer $3.50. $5 with 50/50 split earns $2.50. So 2.5 / 3.5 = 0.71 or 29% less earned after $100,000 is reached.
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Nowhere does Twitch say they are banning the CONTENT that is gambling. Further, this even allows websites specifically mentioned here to continue. Example: is listed as banned, but is licensed in the USA.
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100% agree with Pestily. Telling broadcasters to delete entire careers of memories (and potential monetizable content via ads in the future) is a nuclear solution.
@Twitch
must work with broadcasters and provide more resources (VOD segment muting, copyright detection tools, etc)
In response to the DMCA strikes I've decided to only delete my vods. I am requesting
@Twitch
to give me the tools to screen my clips for any copyrighted material that may be flagged however I will not delete my entire memories of my channel at this stage. If
@DevinNash
is right..
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Loved being on this Wildcast and it was an honor to get invited! This is three hours heavy into the strategy behind content creation across multiple platforms. Valuable insights from everyone on the cast. 100% don't miss this one!
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Creators deserve a higher cut of Twitch CPM rates, I 100% agree. This, however, is a separate discussion. The ad deal is: 5% loss in content (3/60 min), 3-7% loss in viewers (people leaving from ads) for 30-40% more income (extra creator earnings from ads) This is a good trade.
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If ya'll really want to put it to Twitch, stream on another platform for the day of
#twitchblackout
instead.
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Ramsay responding to Twitch streamers is marketing for his new show - that's all. Of course he'll take free advertising if people talk about him. Streamers who think that's permission to restream his shows will find the real rightsholders opinion VERY different. Mark these words.
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@NICKMERCS
DM me - we have a system that can save all VODs, clips, and highlights in a few hours and rehost VODs on a new Youtube channel - we'll set it up for ya ASAP
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You can't livestream at the same time on Twitch as another platform they consider a competitor. You can stop your stream and stream elsewhere. That's always been the case. Nothing changed. Exception only for the top 100+ streamers who are actually paid to be exclusive to Twitch.
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The exclusivity clause ALWAYS only applied to content being created on Twitch. You could always stream on Twitch for an hour, stop your stream, and go stream anywhere else. Twitch doesn't own that content, you do. They're licensing the content you create on Twitch for 24 hours.
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@MissKyliee
No, it isn't. Unless you have 2,380 subscribers, you will lose $0 from this change. You don't earn $100,000 from subscribers alone per year. It is true you are hurt by plenty of decisions Twitch makes, but this isn't one of those.
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For the first time our agency, Novo, is expanding our sales and partnerships and looking to add 1-3 new influencers. 2,000+ CCVs and/or 200k+ YT subs pref. If you're doing something unique we can support, reach out to me! RTs for awareness super appreciated.
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Why Haven't We Seen More Top Competitive Females in Esports? I wrote this article exploring the problem.
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Twitch says their daily active users passed 4 million today, but a substantial number of these viewers appear to not be real. Is it strange to market drop enabled days of major titles as record breakers or gains for the platform?
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