Twitch CEO Outlines Plans for 2024, Focusing on Audience Growth and Offline Engagement
In a recent open letter, Twitch CEO Dan Clancy revealed the company’s ambitious plans for 2024. With a strong emphasis on audience growth and offline engagement, Twitch aims to revolutionize the livestreaming experience and provide streamers with tools to connect with their communities even when they are not live.
Revamping the App for Enhanced Discoverability
One of the key changes Twitch plans to implement this year is an overhaul of its app. The current design, which has remained unchanged for five years, will be replaced with a scrollable feed reminiscent of TikTok. This new design will allow viewers to easily navigate between bite-sized bits of content and discover new streamers. While no specific launch date has been announced, this move demonstrates Twitch’s commitment to making sustainable changes that benefit both its business and streamer community.
Enhancing Offline Engagement
Recognizing that streamers cannot be live all the time, Twitch aims to provide creators with tools to engage their communities even when they are offline. Jeremy Forrester, Twitch’s VP of Community Product, explained in an interview with TechCrunch, “People can’t be live all the time, right? So we want to give tools to creators, to help them continue to engage their community while they’re offline.” This focus on offline engagement is crucial for streamers to maintain a connection with their audience and ensure long-term sustainability.
Navigating Challenges and Uncertainty
Twitch has faced numerous challenges in recent times. With the departure of Emmett Shear, one of the original founders, as CEO and subsequent rounds of layoffs, the company has had to make difficult decisions to adapt to changing circumstances. Additionally, controversies surrounding revenue splits and branded content rules have led to community-wide backlash. As 2024 approaches, Twitch must address these issues and instill confidence in its streamers that the platform remains a worthwhile investment of their time and energy.
Diversifying Content Beyond Livestreaming
While livestreaming has been Twitch’s primary focus, the platform is now exploring ways to package content that does not require streamers and viewers to be online simultaneously. Last year, Twitch introduced a tool that allows streamers to export video clips to platforms like YouTube and TikTok. This move highlights Twitch’s recognition of the need for collaboration with other social networks to enhance discoverability and support new creators. By increasing the amount of Twitch content available on other platforms, streamers have a greater opportunity to reach a wider audience and attract viewers back to their communities.
Improving Discovery and Collaboration
Twitch’s Stream Together, previously known as Guest Star, is another initiative aimed at improving discovery. The company plans to streamline the setup process and create opportunities for streamers to collaborate spontaneously with others on the platform. This feature allows streamers to tap into new audiences beyond their existing communities, driving viewership and engagement. While there are inherent risks in live collaborations, Twitch understands the importance of leveraging all available resources to support its streamers.
Investing in Mobile Experience
Traditionally, Twitch has prioritized its desktop experience due to the platform’s long viewing sessions and resource-intensive requirements. However, Twitch aims to bridge the gap between desktop and mobile experiences, ensuring equal opportunities for streamers and moderators. In the open letter, Clancy acknowledged the limitations of mobile tools for moderators and announced plans to introduce a mobile mod view for iOS. This feature will enable moderators to perform their duties on the go, enhancing community safety and engagement.
Addressing Long-Form Challenges
Unlike other social media platforms that focus on short videos or text snippets, Twitch’s content is predominantly long-form, with streamers broadcasting for hours at a time. This approach presents unique challenges for Twitch, including the high costs associated with supporting lengthy livestreaming sessions. Additionally, Twitch must incentivize streamers to continue broadcasting for extended periods without burning out. As alternatives like YouTube gain popularity, Twitch aims to develop products that complement its long live sessions while providing streamers with more flexibility and breathing room.
Looking Ahead
As Twitch enters a crucial year, it must navigate its growing pains and solidify its position in the livestreaming industry. By prioritizing audience growth, offline engagement, and collaboration with other platforms, Twitch aims to create a sustainable ecosystem for streamers and viewers alike. With a renewed focus on enhancing the livestreaming experience and providing tools for streamers to thrive, Twitch is poised to shape the future of online content creation.
