‘This is the most anti-creator s*** I’ve ever seen’: Twitch’s new branded content rules made streamers furious

On Tuesday, Twitch announced new branded content rules on its platform, and creators are not happy. Twitch’s new advertising rules were slated to go into effect on July 1 on the Amazon-owned live-streaming service, prohibiting the size and nature of ads streamers can use. However, Twitch backtracked later on Tuesday, saying they would rewrite the guidelines due to backlash from creators.

But that’s not how everyone else sees it. On Twitter, creators called the changes “insanity,” “crazy,” “the most anti-creator shit I’ve ever seen,” and said, “These limitations are going to push content creators away.” Many streamers threatened to leave Twitch altogether. …

Sign up for our Passionfruit newsletter for creator coverage like this:

• LTK Is Coming to TikTok
  by Charlotte Colombo
• The Guardian Is Officially Dumping X
  by Charlotte Colombo
• The UK and Ireland’s First TikTok Awards Now Has a Shortlist
  by Charlotte Colombo