Has Youtube finally met its match?
Twitch Introduces New Video Producer Program
Twitch has recently announced a brand new product, Video Producer. While Twitch is synonymous with live streaming, they’re opening up their platform to prerecorded video content. Most likely, this shift is an advantageous opportunity to invite those most affected by the newest changes to Youtube’s Partner Program.
Twitch references the discouraging feeling of a creators success being in the hands of something other than their own. This could be taken as a direct jab at Youtube and if I had to speculate I would say yes, it absolutely is.
With Video Producer, people can run and maintain channels with pre-recorded video content while streamers will be able to host re-runs of their live streams.
Twitch Adds Video Premier Feature
Twitch also added a new feature, Premieres to its platform. This features was first teased at TwitchCon last year and is finally coming to the platform. According to Twitch, Premieres lets creators schedule a first-viewing event around an uploaded video. They also encourage users to think of it like opening night for a movie, where creators can even drum up interest and excitement for their videos with countdown intros.
The bottom line, Twitch is offering more options, more control and more opportunities for creators to find viewers, grow their audience and making a living doing it with Twitch’s new Video Producer service. Video Producer offers a new set of tools that enables the creator to bring exciting content to Twitch, even being able to add a countdown to a new video to drum up interest with your fans. Twitch streamers will be able to re-broadcast re-runs of their live streams and be given new tools to find a bigger audience.
Changes To Youtube’s Partner Program
Youtube recently changed it’s partner program up.
The new rules state that for creators to be eligible to be a Youtube Partner, which allows them to qualify for monetization through Adsense, they must have a total watch time of 4,000 hours in the past 12 months and a minimum of 1,000 subscribers.
The backlash from smaller creators has been relentless and I absolutely empathize with them. While some were feeling like their revenue stream would be drying up, others were feeling like they were being cast out of the Youtube community. It’s absolutely not a great feeling when you’ve worked so hard, put your heart sweat and tears into your content, met the requirements set by Google and Youtube, only to be cast out a short time later.
The feeling among the bigger players on the platform is that the changes are needed.
Youtube, like any other platform, needs to survive. Complacency is death and each social platform needs to constantly be evolving and iterating or fear becoming the next Myspace or Vine. What the new rules do, according to these big players is weed out the pretenders. The problem with allowing anyone to monetize under the old rules is it can attract copyright infringement, creepers, and shady stuff according to Ethan Klein of H3H3 Productions.
The thinking behind the new rules is to weed out the pretenders and reward the people who are working their asses off for their channel, although this is hurting many of the hard workers.
What do I think?
I think relying on one platform to create your audience is short-term thinking. Platforms change every single day and the smallest tweak to an algorithm can mean the death of your platform. So why would you only rely on Youtube?
Twitch, Youtube, and Facebook are all competing for video dominance. Youtube is the second biggest search engines in the world. Success on Youtube will be a combination of sound search engine optimization and reliable, consistent content from talented people.
For Facebook, it’s very much pay-to-play. Facebook has one of the best targeting systems in the world. Boosting your videos and content to the right audience and then again creating reliable, consistent content can do wonders for building an audience.
Then there’s Twitch, a platform actively supporting it’s content creators by creating new programs and tools for more people to get involved. The best part, specifically for gaming content, is that its gamer-specific content. It’s a platform that has your target market built in!
Each video platform has their strengths and I would recommend being on every single one of them. Diversify your communication streams and have them play off each other. Don’t ever rely on a single platform for success or risk dying along with your platforms (Myspace, Friendster, Vine).
My question to Youtubers is, will you be switching over to Twitch?
My question to Twitch streamers is, how do you feel about the inevitable exodus from Youtube to Twitch?