Twitch's Ad Rule Fiasco is a Wake-up Call for Creators Everywhere

Derek Gorthy
June 13, 2023
5 min read

Recent policy changes introduced by popular streaming platform Twitch regarding the display of ads have caused an uproar among streamers and content creators. However, following swift backlash, Twitch has decided to reverse these rules and issued an apology.

This turn of events serves as a wake-up call, emphasizing the importance of revenue diversification for content creators. As platforms like Twitch seek to increase their profits, it becomes crucial for creators to explore alternative avenues that empower them to own their revenue streams. Enshrine, a platform aimed at supporting creators, is striving to offer a solution.

Ad Policy Changes and Walk-Back

Twitch's new rules aimed to restrict certain forms of advertising, including "burned in" video, display, and audio ads. These changes disrupted how streamers traditionally ran ads, impacting their ability to earn a consistent income. Streamers often employed various methods of advertising, such as ad reads, sponsored games, display ads overlaid on streams, and pre-recorded video segments. However, Twitch's policy changes would have prohibited these practices.

The restrictions on "burned in" ads received significant backlash from content creators. Streamers expressed concerns that these rules would impact their ability to work with sponsors and maintain a reliable income stream. Sponsorships are considered a vital source of revenue for many streamers, ensuring financial stability and the ability to continue creating content.

Moreover, the policy changes had broader implications beyond individual streamers. Esports broadcasts and charity streams stood to lose out, as their advertising tactics aligned with the formats targeted by the new guidelines. Esports, already struggling with financial challenges, would have faced additional obstacles in monetizing their broadcasts. Charity streams, which rely on compelling ads to communicate their mission and encourage donations, feared a significant setback.

In response to the uproar, Twitch swiftly reversed its newly introduced rules and issued an apology to the community. Recognizing the impact on streamers' growth and income, Twitch clarified that it would not prevent streamers from entering direct relationships with sponsors. The platform acknowledged the importance of sponsorships in streamers' ability to earn income and pledged to work with the community to create a better Twitch experience.

The Backlash and Streamers' Concerns

Twitch content creators wasted no time in expressing their dissatisfaction with the policy changes. Many took to social media to voice their concerns, highlighting how the once-unique and creator-centric vision of the platform was fading away. One network of popular streamers, OTK, penned an open letter to Twitch, expressing disappointment and urging the platform to reconsider its approach. The backlash showcased the collective frustration among content creators who rely on Twitch as a primary source of income.

Moreover, charity streamers were deeply concerned about the potential impact of the rules on their fundraising efforts. These streamers rely on the ability to run heartfelt ads and leverage various tools to engage viewers and encourage donations. With the restrictions on display ads, overlays, and informational tools, charity streams feared a significant reduction in their ability to build hype and drive contributions for noble causes.

Esports creators also voiced their objections, highlighting the challenges of monetizing esports broadcasts. The struggling industry, already facing financial troubles with organizations pulling investments and laying off employees, viewed the policy changes as a blow to their fragile financial situation. Bryce Blum, founding partner of ESG Law representing esports teams and content creators, expressed deep concerns about the limitations imposed on monetizing broadcasts.

The Importance of Revenue Diversification

The episode surrounding Twitch's policy changes serves as a wake-up call for all content creators. The streaming platform made a policy change late last year that slashed earnings for some of the largest creators on their platform.

It highlights the inherent risk of relying solely on a single platform for revenue generation. While platforms like Twitch should ideally prioritize growing streamers' profits and viewership, recent actions have suggested a different approach, where the platform benefits at the expense of content creators.

Content creators face a unique set of challenges in the digital landscape. They invest significant time, effort, and creativity into building an audience and delivering engaging content. However, relying on a single platform exposes them to substantial risk. Sudden policy changes, such as the recent alterations by Twitch, can have a profound impact on creators' ability to monetize their work and sustain their careers.

Diversifying revenue streams is the key to mitigating the risks associated with relying solely on one platform. Content creators need to explore alternative avenues that allow them to control their income and minimize vulnerability to sudden policy shifts. While platforms should support creators' financial interests and encourage their growth, recent events have emphasized the importance of maintaining ownership over revenue streams.

We're Here to Help

Enshrine emerges as a promising solution in the wake of Twitch's policy changes. Recognizing the challenges faced by content creators, Enshrine aims to provide a platform that enables creators to own their revenue streams and diversify their income sources. By offering low-fee transactions and empowering creators to establish direct relationships with sponsors, Enshrine shifts the balance of power back to the creators.

Enshrine's mission extends beyond empowering creators with revenue diversification. It also aims to provide creators with the tools to build unique and exciting experiences for their fans. The platform encourages creativity and fan engagement, allowing creators to unleash their full potential and create memorable interactions with their audience.

If you are a content creator that is looking to build an independent revenue stream that you own, check out our creator program!


The recent policy changes on Twitch and the subsequent reversal highlight the need for content creators to diversify their revenue streams. Platforms' shifting policies and profit-driven motives underscore the importance of owning one's revenue streams. While platforms like Twitch play a vital role in content creation, creators must not solely rely on them for their financial sustainability.

Enshrine represents a promising alternative, offering content creators the opportunity to take control of their income and explore unique avenues for fan engagement. By diversifying revenue streams, creators can reduce their vulnerability to sudden policy shifts and better navigate the ever-changing digital landscape.

As the landscape of content creation evolves, embracing revenue diversification becomes the key to sustainability and success. Content creators must be proactive in exploring new platforms and revenue models that empower them to maintain ownership over their financial destiny. Enshrine stands at the forefront of this movement, offering creators the support they need to thrive beyond the limitations imposed by traditional platforms.

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Derek Gorthy
June 13, 2023
5 min read

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