I rarely post about or actively discuss Twitch “drama”; however, after reading a lot of the replies my brain has latched onto this and won’t let it until I get my thoughts out in their entirety. Last night @BikeManStream posted this on twitter:
I would like to present some points of view in response to this tweet and also some of the replies to this tweet.
First, BikeMan is allowed to not like the advertisements that run on his channel, just like advertisers are allowed to not like advertising on his channel; however, Twitch does not allow it’s content creators to opt out of adverts running on their channel, but allows for advertisers to opt out of running content on certain channels. Logistically, the only way for Twitch to offer more control to their content creators to address what ads run on their channels, is to do what YouTube does and allow their content creators to opt out of adverts running on their channels altogether. Allowing their 250k affiliates and 27k partners the ability to opt out of individual advertisers that change constantly is an unrealistic expectation. In addition, providing that option to turn off ads to specific brands to their content creators would make the platform vastly undesirable to advertisers. Simplistically offering to opt out of all ads would solve Bikeman’s issue; however, then he would no longer receive any ad revenue. Furthermore, opting out of ads would make it less likely Twitch to recommend you to their brands for sponsorships, deals, host gigs, or promoted content. As a partnered Twitch streamer, Bikeman made money from that Ninja ad, which leads me to my next point.
Throughout the replies, the same sentiment repeated, Twitch breached etiquette in the community about self promotion in other channels. To me this smacks of the apples to oranges troupe, and also brings up some issues I have with what is and is not excepted in this “etiquette”. A random coming into your channel and talking up theirs can be considered rude, but only if it’s just them coming in and not a raid/host. The issue I’ve always had about this “etiquette” has is generally okay if the other person gains something from it. If you come in with a raid/host of any size to another streamer’s channel chances are your stream/channel will be discussed and it’s okay. If there is gain for both parties suddenly that etiquette on self promotion doesn’t apply. Most people that self promote outside of raids/hosts in the generally considered unacceptable/rude way of self promotion, are people either new to the platform, young, unpleasant anyway, or are socially awkward. Normally when someone does that in my stream I try to figure which of the four it is and act accordingly. I generally don’t take affront to it, because the likelihood of my viewers going to their channel is slim to none. If the person does it in excess to where it detracts from the totality of chat’s mood then action can be taken, but other than that they just add to chat metrics and if they don’t fall into the “unpleasant anyway” category, you can gain a new supporter. It is for this reason why I don’t understand why one is accepted and not the other, because in both ways, both parties can gain, one is more immediate and the other requires more patience. For the next point, I’d like to share a reply from ManvsGame.
It is true this is not the first time Twitch has promoted specific streamers in their advertisements, my issue with this response is what is and is not considered acceptable by the majority of content creators for advertising their peers on the platform. Directly advertising another stream by Twitch is okay, but only if it’s not a sole content creator. The consensus from the replies is that if this event was being held on the Twitch channel but not Ninja’s this would be a more accepted ad, but why? That logic makes no sense to me. The same event is happening, the same streamer is represented, the only difference is that Ninja would more directly benefit, because he would receive all bits and subs during the time of his broadcast. Is the problem here that those with issue with it being Ninja’s channel vs. it being on Twitch’s channel is they want him to make less money for the same amount of effort? Or is it because then it moves from a regular broadcast to a “hosting” gig, of which Man has done plenty for Twitch. Furthermore, advertising promoting multiple Twitch streamers is generally more accepted than one specific streamer. Celebrating Twitch Unity, Twitch ran an ad highlighting a number of their creators. That specific ad had very little backlash. Was it because it was many vs one so the message diluted, or that it was promoting Unity vs the specific creators. If so this ad could fall into promoting a New Years Eve event created and sponsored by Twitch that just so happens to be with one creator. Ads depicting streamers using specific products and games is also generally accepted, but that may be because the product is the focus not the brand ambassador. In general, having one side of the same coin and not the other as being accepted by the community, like self-promotion, reveals a tinge of hypocrisy. My last point it around Ninja himself.
The main reason that this advertisement is causing a problem is Ninja himself. I’ve never watched his stream, Ive never played fortnite, and I’ve never gamed with him (nor would I seemingly be able to either). Ninja has become the face of Twitch, maybe not to those within the Twitch community, but to the world outside of Twitch, and that I believe is one of the reasons why those within the community take such issue with him. He is in your face all the time. He is Twitch’s representative to traditional media. He’s been in magazines, Ellen, late night talk shows and newspapers. His breach into traditional media is exactly why Twitch is promoting him so heavily. Brands that are considering advertising on Twitch for the first time that are used to traditional media, need something familiar and safe to test the waters with before investing fully, and Ninja is currently that vehicle. More advertisers on Twitch equals more money and opportunities for other creators on the platform. More brands promoting events on Twitch, means more eyes on the platform, meaning more viewers that may watch other content and creators besides the promoted event. Ninja, alluded to this in the above tweet; however, he is terrible at representing himself to his peers. He has a track record of saying the worse thing to express a very reasonable point of view. This response, while it has a valid point, is completely tone deaf.
If he read all the replies and not just his verified tab, he may have realized either not responding is a better approach or framing his tweet addressing concerns instead of basically saying “I’m doing you a good, but because I’m the one doing it y’all don’t like it.” That’s how it read to a lot of people and Ninja’s realized that, which I’m sure is why it was deleted. Just like with the aforementioned “no females” from Ninja, he has valid reasoning, but is unreasonable at expressing them.
Personally, I prefer not to point out problems without also pointing out solutions. My solution to BikeMan’s issue with Twitch, is that Twitch could implement a feature to allow their creators to completely opt out of ads. Ninja, I would recommend not being so reactionary. I know you are incredibly busy, and being judged constantly by millions of people is stressful, aggravating, and at a difficulty level I would never want to play on, but try to be less reactionary to criticism or at the very least have a PR person screen your tweets if you are responding to a “hot“ topic. If you made it this far thank you for reading. You are welcome to respond in the comments.