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‘This is the most anti-creator s*** I’ve ever seen’: Twitch’s new branded content rules made streamers furious

The streaming platform announced a new series of rules for branded content rules, and creators aren’t happy.


Steven Asarch

Internet Culture

Posted on Jun 7, 2023   Updated on Jul 26, 2023, 5:30 pm CDT


On Tuesday, Twitch announced new branded content rules on its platform, and creators are not happy. Twitch’s new advertising rules were slated to go into effect on July 1 on the Amazon-owned live-streaming service, prohibiting the size and nature of ads streamers can use. However, Twitch backtracked later on Tuesday, saying they would rewrite the guidelines due to backlash from creators.

But that’s not how everyone else sees it. On Twitter, creators called the changes “insanity,” “crazy,” “the most anti-creator shit I’ve ever seen,” and said, “These limitations are going to push content creators away.” Many streamers threatened to leave Twitch altogether. …

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*First Published: Jun 7, 2023, 12:10 pm CDT