Amazon owns and operates Twitch, the biggest live video streaming service in the world.
Starting in August 2019, Twitch’s most popular streamers started making deals with Amazon’s competition — most notably, Microsoft-owned Mixer.
Since Tyler “Ninja” Blevins left Twitch, a steady stream of other high-profile names have left the service or signed exclusivity deals with its competitors.
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Amazon’s Twitch is the most popular live video streaming service by a large margin.
Like Google-owned YouTube dominates internet video-on-demand, such is Twitch’s dominance of live-streamed internet video. Hundreds of thousands of people are watching live videos streams on the service at any moment.
But Twitch is bleeding: a major talent exodus has more people than ever using competing services from Microsoft and Google.
It all started with Tyler “Ninja” Blevins last August.
SEE ALSO: Ninja ditching Twitch for Microsoft’s Mixer was a brilliant decision
1. Tyler “Ninja” Blevins
In a fake press conference in early August, Tyler “Ninja” Blevins announced his intention to switch from Amazon-owned Twitch to Microsoft-owned Mixer.
“I know this may come as a shock to many of you,” he said, “but, as of today, I will be streaming exclusively on Mixer.”
The announcement itself was lighthearted and silly, but the news was anything but — the world’s most popular, well-known video game streamer was switching from Amazon to Microsoft. We’re talking about a guy who makes hundreds of thousands of dollars each month streaming himself playing “Fortnite” to tens of thousands of viewers, a guy who was reportedly paid $1 million for a single day of playing EA’s “Apex Legends.”
On paper, the deal looks straightforward: Microsoft is paying the most popular video game streamer to exclusively stream on its platform, Mixer.
In reality, Microsoft is locking in an important influencer who can both increase the value of Mixer and bring eyes to Microsoft’s entire gaming platform — a platform that’s expanding greatly in the next year with a new Xbox console (“Project Scarlett”) and a major new game streaming platform.
2. Michael “Shroud” Grzesiek
After Ninja, it was only a matter of time before another high-profile streamer announced a deal — and Michael “Shroud” Grzesiek was an unsurprising choice.
He’s a former professional “Counter-Strike: Global Offensive” (CS:GO) player, and his experience with professional gaming transitioned into a lucrative career professionally streaming. He’s notorious for having an absurdly good aim in shooters, and for explaining competitive gameplay tactics to his viewers.
Though Shroud isn’t quite as well-known as Ninja, he built a large, loyal fanbase on Twitch before moving to Mixer in late October. The terms of the deal were not disclosed, but he now streams exclusively on Mixer.
3. Cory “King Gothalion” Michael
Not long after Shroud, on October 27, Cory “King Gothalion” Michael announced his own exclusivity deal with Microsoft’s Mixer.
In a video posted to Twitter, Michael said, “It’s my belief that working with Xbox and Microsoft is not only gonna help us propel …read more
Source:: Business Insider