Twitch is reportedly discussing with advertisers new revenue models that would include partnerships with creators as the streaming platform is desperately seeking new monetization options. According to Variety, the platform's execs have already made a pitch to advertisers, featuring new ways of collaboration with artists.
Although details of new partnerships remain unclear, Sarah Iooss, Head of Sales for the Americas at Twitch, told the media that the company's new moves correlate with its younger base. Iooss added that Twitch can offer advertisers a "lean-forward, live, interactive audience" as a rival to TV.
Variety notes that Twitch had earlier tested several partnerships with brands like Adobe between its streams, but it remains unknown if those initiatives paid off.
The news comes at the same time as Twitch is reportedly reconsidering its payment structure for streamers as it seeks new ways to boost its profits. According to sources close to the matter, the Amazon-backed platform is discussing decreasing streamers' cut from 70% to 50%. However, no final decision has been made yet.
The sources also add that Twitch is also weighing another option, which involves allowing creators to stream not only on its platform but also on YouTube or Facebook. All of the updates are not finalized as they are still subject to change.
It's been a rough start to 2022 for Twitch as the platform also faced criticism over insufficient efforts to combat mental issues as streamers spend an "unhealthy amount" of time broadcasting on the platform. Twitch is denying all of these allegations, saying that it is "developing targeted programming to support Twitch streamers with challenges like burnout, boundary-setting and other pressures that come with a career in online content creation."
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