You’ve probably heard of the popular video game streaming platform Twitch. The Amazon subsidiary has continued to increase in popularity since its launch in 2011 and began to reach a more mainstream audience during the beginning of the pandemic in 2020. What may come as a surprise is that not only is it a home for extensive, committed gaming communities, but it’s also become a fantastic place for indie artists.
In early 2020 when in-person gatherings were indefinitely postponed and all but essential services shut down, many artists were left with no way to make money from their music apart from streaming services. As you might know, that’s not nearly enough to get by unless you have a very sizable fanbase. The need for stable income coupled with an unusual amount of free time caused many artists to explore Twitch. For some it was a choice made out of necessity, for others it was a unique opportunity, and for all it was an experiment borne of curiosity at what this streaming platform could possibly do for artists and the music industry as a whole. It became a place where artists and bands could hold virtual concerts, talk to fans in real-time, and get paid directly while doing what they love.
Some thought the fad of virtual concerts and music-centered live streams would fizzle out once in-person events started up again. But while the number of musical content creators has plateaued a bit since 2020, the musical realm of Twitch is still thriving and slowly growing.
So Why Twitch?
Twitch is a unique place. Unlike most social media which is often full of content created for passive consumption and brief enjoyment, Twitch is a place for genuine engagement, devoted fans, and hours of entertainment from a single creator at a time. It exists somewhere between social media and podcast streaming platforms. Monetary value is placed on content by fans directly, via donations known as “bits”. Once you have over 500 followers and stream at least 3 times a week you can apply to be a Twitch partner which allows you to make money from subscribers and ads. Until you reach this point, you’ll need to use an external donation link. Think of it like busking, except instead of getting pocket change from a handful of strangers you get donations from an audience of potentially several hundred to several thousand fans during a single stream.
Want to know more about bits and how they work? Check out more here.
What people love most about this platform is that it’s far more interactive than social media. Fans are generally more devoted and likely to interact with you and each other in the chat box, creating a uniquely strong community around your music with more connection and authenticity than many artists get. Instead of simply being a distant concept your fans idolize, you’re a real person with character and talent that they get to hang out with for hours at a time every week.
Is Twitch for Me?
While Twitch enables artists to make significantly more money per month than popular streaming services and can be easier to break into than YouTube, it does take more commitment than many are willing to step into. Successful Twitch artists typically stream 3-5 days a week for 2-8 hours at a time and make anywhere from $1,000 to $10,000 or more a month. The hourly commitment could become tiring and eventually cause burnout if what you livestream is primarily performances. Imagine being on tour, except there’s no last show. This might sound fun at first, but it would eventually wear you down. Luckily Twitch artist content isn’t necessarily a nonstop virtual tour. Many will stream band practices, their song writing process, jam sessions, or just them hanging out and talking about music with their fans. Many dabble in the video game side of Twitch, too. Content is more casual here, but far more real. In the realm of Twitch the difference between creator and fan is thin. This allows for a great diversity of live stream content and less idolization of artists, which most fans love in the age of increased online interaction and decreased in person connection.
You can absolutely begin streaming on Twitch as a new artist, but you’re most likely to find success if you already have a decent following elsewhere. This makes Twitch streaming a particularly great option for Intercept Music Artists who want to branch out and explore new social media and music streaming platforms. You can link to your merch store, social media, and music streaming services during every live stream while collecting donations through a separate site. For artists and bands that have the time, motivation, and performance skills, Twitch could be a fun, career boosting platform that you and your fans love.