When it made adjustments to revenue split options back in September 2022, Twitch was embroiled in some controversy, but executives at the company aren't backing down from the 50/50 share with streamers. Although many Twitch streamers have enjoyed a better cut than 50% of their subscriber revenue in earlier years, the Amazon subsidiary isn't interested in suggestions like 70/30.
Many of the biggest names on Twitch have worked their way up from a 50/50 subscriber split with the company to contracts that reward them more for their efforts. Confirming that these streamers would be dropped back down to 50% of this revenue left much of the Twitch community, creators and viewers alike, questioning where things would end up. Because Twitch isn't the only livestreaming service available on the market, many Twitch users have moved to YouTube or the freshly created Kick, with the latter offering a whopping 95/5 split in favor of the creators which may be a thing that continues.
During a recent interview with The Verge, Twitch Chief Product Officer Tom Verrilli and Chief Monetization Officer Mike Minton revealed that the company doesn't intend to change its mind on the 50/50 sub split announced in September. The intent isn't for these popular creators to lose out, however, as both executives expressed interest in creating more Twitch tools for monetization, and they may be in touch with livestreamers in brainstorming ideas. The value of these content creators running ads was also emphasized by the Twitch executives who said they received loads of positive feedback on the change since it was implemented.
Going beyond the improvements to Twitch ads, Minton stated that the team is "really thinking about ad placement," and how intrusive they are, specifically when a viewer is only just discovering a channel. The Twitch executives both acknowledged that it's hard to become a popular content creator online, but also suggested that it's an opportune time to begin streaming on Twitch. According to Minton and Verrilli, Twitch is working to help streamers build and maintain their audiences while turning the viewers into part of the entertainment like donation and subscriber shoutouts currently do.
While Twitch doesn't intend to back down from the 50/50 changes revealed in September 2022, YouTube content creators are able to earn a much better 70% of their membership revenue, YouTube's subscriber equivalent. Content creators that are strictly concerned with getting the most out of their revenue split may also consider the newer website called Kick which has controversy of its own by being tied to online gambling.
Source: The Verge