Dive Brief: 

• Amazon-owned Twitch introduced new features to make it easier to connect streamers to sponsorship and revenue opportunities, according to a blog post from the company.
• A new sponsorships section within the Creator Dashboard includes a Creator Profile feature and a partnership with stream management platform StreamElements that enables creators to make professional connections and boost their revenue more easily. 
• Twitch also recently announced that it will open up its monetization tools, like subscriptions and its bits virtual currency, to most streamers in 2025, regardless of their creator level. Those tools had previously only been available to Affiliate-level creators.

Dive Insight:

Twitch is attempting to woo more creators to its platform — and keep those who are already there — with its latest features, a move that could help it maintain share against streaming competitors like Kick and YouTube. Twitch’s share of the livestreaming market has declined from 71% in 2023 to 61% in 2024, per Digiday. During the same period, Kick, which offers less restrictive streaming requirements, increased its share to 5.5%.

“As we head into 2025, our goal continues to be to make Twitch the absolute best place for our streamers, and also, an exciting place for new creators and viewers to build and find their communities,” wrote Twitch CEO Dan Clancy in an open letter addressing some of the modifications. “We’ll continue to focus on expanding our user base and introducing more people to livestreaming, as well as the critical and important work of supporting those who have already found a home here.”

Twitch’s new Creator Profile feature is meant to act like a calling card for streamers to help introduce themselves to potential sponsors. It includes introductory text, featured clips, top categories and, most notably for sponsors, audience demographic and viewership metrics. According to Twitch, the profile will soon become available as a downloadable infographic so it can be shared with potential sponsors outside of the platform as well. Twitch said it has collaborated with over 70 brands as part of its beta test of the new Creator Profile program.

To capitalize on sponsorship opportunities, Twitch has begun working with StreamElements to show streamers sponsorship offers directly from their dashboards. The information will include payout information and terms of the sponsorship campaign, which will be accepted and paid through StreamElements. StreamElements will also provide customer service for questions and issues. The StreamElements service is already available for Twitch Partners and will become available to Affiliates on March 11.

Twitch promised these developments were just the beginning for bringing creators closer to sponsorship opportunities. In the coming months, the platform will move Bounty Board into its sponsorships dashboard, which will enable opt-in style campaigns for all Partners globally. Twitch will also continue to update sponsorship placements, such as channel skins, to bring more integration to creators’ streams.