Twitch’s New Exclusivity Deals Show That It’s Running Scared of Mixer & YouTube
- Twitch signs new exclusivity deals with high-profile streamers Summit1G, Dakotaz, and JoshOG.
- The move comes after streamers like Shroud and Ninja left the platform to sign exclusive deals with rival platform Mixer.
- These deals suggest that Twitch is more scared of other streaming platforms than previously thought.
Popular streamers Summit1G, Dakotaz, and JoshOG have signed exclusive deals with Twitch. The length of these deals is unclear.
Loaded, the influencer management brand that represents the three streamers, told The Washington Post that these are “multiyear” content deals.
Twitch’s New Exclusive Deals Could Have Cost Millions
It’s also unclear how much these content deals are worth. The three streamers have a combined Twitch following of 11 million followers and signing them to exclusive deals probably wasn’t cheap.
Ninja’s move to Mixer reportedly netted the streamer $20 million, and he had more than 14 million before that move. It may have cost Twitch around that much to get Summit1G, Dakotaz, and JoshOG to stay. However, as Twitch is owned by Amazon, whose founder is on his way to becoming the world’s first trillionaire, it has that kind of cash to spend.
How Twitch is Stopping its Biggest Streamers from Leaving
These aren’t the first exclusivity deals that Twitch has announced. In December, Twitch unveiled that TimTheTatman, LIRIK, and DrLupo had all signed deals with the platform. These will keep them on the site for years, preventing sites like Mixer, YouTube, and Facebook from swooping in.
The deals show that Twitch is no longer as confident in its seat at the top of the streaming mountain as it was before. While other streaming platforms were available, Ninja’s move to Mixer and the platform-hopping that has followed has made Mixer et al. a real option.
In January, YouTube signed Muselk, LazarBeam, and Valkyrae, getting them to move from Twitch, while Facebook has signed deals with Disguised Toast and Corinna Kopf–two other creators who were also popular on Twitch.