“Once TikTok figures out how to directly help more of their creators monetize their content, you will definitely see creators investing additional time on the platform and maintaining a consistent presence there,” said Mike Lee, an Esports agent at United Talent Agency. In the past, TikTok has been criticized by creators who feel the platform underpays them. On Twitch, she says, she can earn $2,000 to $3,000 in that same period through subscription revenue and donations from fans on the platform. Her most lucrative TikTok stream earned her $200 dollars for three hours of work. Last month, BBJess said she received an email from TikTok inviting her to be a part of TikTok Live’s beta program for subscriptions. “Gaming content is great to bring people in, but it’ll take interactive livestreamers to keep people spending money,” she said.įor now, Twitch is ahead on that front. Lately, she has started streaming more on TikTok Live along with her peers from Twitch’s “Just Chatting” category. Read More: Halsey Is the Latest Artist Complaining About the Music Industry’s Reliance on TikTokīBJess, who doesn’t share her full name publicly, had been posting dances and memes on TikTok since 2019. And while Twitch streamers use elaborate PC setups to boost stream performance, not all TikTok Live content creators have access to PC livestreaming.
However, TikTok Live still lacks important quality-of-life features like robust live moderation and easily identifiable alerts about fan interactions. Some Twitch streamers have simultaneously livestreamed themselves on TikTok as part of an effort to build their audiences across platforms. It’s hard for creators to ignore the pull of TikTok’s 1 billion monthly active users, and streaming on the platform is a low-effort way to increase their fan base. Twitch declined to comment on TikTok’s new subscription service. However, featuring games on the platform isn’t the same as fostering a culture and industry of game livestreamers as Twitch has done. Some of those games may be part of the TikTok Live experience, with streamers playing games together and combining their audiences.
TikTok is also spending heavily in gaming and is conducting tests to feature games on its platform, Reuters reported.
At the same time, Twitch has faced an exodus of executives amid a strategy shift over how to monetize its more than 1 million daily active streamers. TikTok lists 173 open positions referencing “Live,” and 35 for “gaming,” according to its website. TikTok has been investing heavily in live streaming content over the past two years and since 2020 it has wooed about a dozen Twitch employees, including some to work on TikTok Live and serve as liaisons between the creators and the company. Live video is one of the fastest-growing areas of social media, and competition between the two apps is getting increasingly cutthroat.
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