The Amazon-owned video site Twitch announced it’s introducing new tools for its creators, essentially, to build hype around their upcoming videos. Twitch, which is best known for live-streamed gaming content, will debut “video producer” tools today that let creators make landing pages, countdown timers, and reruns for their content.
As explained in Twitch’s blog, a new part of the upload workflow will be “Premieres,” which is a different category of video than “Live” or “Rerun.” Creators must make landing pages for all Premiere videos, which seems to mean that any premade, uploaded video will need a landing page. Viewers can set reminders from a video’s landing page for an alert before the video is available. Creators can also use a countdown timer to build anticipation for the release of their newest video. Reruns, which are separate from Premiers, are exactly what they sound like: videos that already aired that creators have scheduled to play again.
Twitch’s new system contrasts with YouTube’s in that, when an uploaded YouTube video goes live, it simply appears on the site. Unless you’ve subscribed to the creator’s channel or opted to receive alerts when that creator uploads, you won’t always know when that creator posts a new video. While Twitch’s video producer tools don’t necessarily make it easier for new viewers to find a creator’s content, they make it easier for loyal fans to never miss a new video. For creators, Twitch claims the tools provide “more control over their path to success” by giving them new ways to ensure their audience keeps coming back.
“The challenge frequently faced is that when the time comes to share recorded content with the world, success is in the hands of algorithms,” Twitch’s press release stated. “Video Producer gives creators more options, more control, and more opportunities to find viewers, grow an audience, and make a living doing what they love.”
Twitch is clearly making a statement about how different its platform is compared to YouTube. It’s unclear if these new tools will result in better audience retention or even better profits for creators on Twitch, but nevertheless, Twitch is positioning itself as a platform that’s consistently thinking about how it can improve the creator-audience relationship.
A Disney deal arises
The company also announced a new multiyear partnership with Disney Digital Network to bring “exclusive” content to Twitch from some of the biggest Internet personalities. Disney-managed creators Jacksepticeye, LuzuGames, Markiplier, and Strawburry17—who have more than 44 million YouTube subscribers combined—will all create new content for Twitch under this deal. The company wouldn’t provide specifics about the type of content or the frequency with which these creators will upload to Twitch, but a Twitch representative made a point to say that the company doesn’t control the type of content its creators make.