Exclusivity Battles Between Twitch and YouTube Coming to an End
The era of massive exclusivity deals on streaming platforms may be nearing its end. Twitch CEO Dan Clancy has stated that the ongoing “bidding war” between Twitch and YouTube for top-ranking talent is not sustainable. Both platforms have previously made deals worth millions to attract more viewers.
Bloomberg also reported that YouTube is backing out of multi-million dollar deals and shortening existing contracts. However, YouTube has not made an official statement on this matter.
More Freedom for Streamers
Last year, Twitch removed its partner exclusivity clause, allowing streamers to stream on platforms other than YouTube and Facebook. However, just days ago at TwitchCon, the streaming giant announced that there are no longer any restrictions on which platforms streamers can simulcast on.
Both Twitch and YouTube have competed to outmatch each other’s deals in order to secure talented creators with high viewership. This competition extended beyond individual streamers, as both platforms actively invested in acquiring exclusive streaming deals for specific live events. For example, Twitch had exclusive rights to stream 2020 NBA events and events from the Overwatch League, before they moved to YouTube with the Call of Duty League.
YouTube’s Push for Dominance
YouTube has made efforts to establish its streaming platform as a strong competitor to Twitch. In recent years, YouTube has signed numerous popular creators, including Ludwig and TimTheTatman.
While Twitch and YouTube are currently in the spotlight, they are not the only ones participating in the “bidding war.” Microsoft started the trend by signing Ninja and Shroud to its now-defunct Mixer platform. Kick has recently invested heavily to bring top Twitch streamers like xQc, Amouranth, and Hikaru Nakamura to their platform.
The End of Exclusivity?
With the withdrawal of the two biggest content and streaming platforms from the bidding wars, the era of exclusivity may be coming to an end. However, Kick continues to spend big to entice streamers to their site. It remains uncertain whether Kick will eventually back out or seize the opportunity to expand into Twitch and YouTube territory.
Regardless of the outcome, we are witnessing a significant shift in the livestreaming world and facing uncertain times ahead.