Amazon’s Twitch is entering the short video space – set to compete with TikTok

Amazon’s live streaming platform Twitch has announced the launch of its new short-form video feature called “Discovery Feed.” The move comes just a week after a law was passed in the US that could potentially lead to a nationwide ban on TikTok.

Discovery Feed allows Twitch viewers to scroll through and view short clips pulled from Twitch creators’ longer live streams. Unlike TikTok, where users create and upload short videos, content on Twitch’s Discovery Feed will consist primarily of curated segments from the platform’s signature long live streams.

Twitch creators known for broadcasting while playing games or engaging with their audience for hours on end will now have their content cut down into bite-sized pieces for easier consumption. Users can select and convert funny or entertaining segments from these streams into short clips for the Discovery Feed.

Personalization and Monetization

Twitch said the Discovery Feed will be personalized based on a viewer’s watch history and real-time interactions. This customization can even include adult content as long as it adheres to Twitch’s content guidelines.

However, unlike TikTok, where creators earn money directly from ad revenue on their content, Twitch creators will not receive a share of ad revenue generated in the Discovery Feed. Twitch has confirmed that ads will appear between clips, not directly on top of them.

Contest with TikTok

The launch of Twitch’s Discovery Feed comes amid growing uncertainty surrounding TikTok’s future in the United States. A recent US law gave TikTok’s Chinese owner ByteDance 270 days to divest itself of its US assets, potentially leading to a nationwide ban on the popular short-form video platform.

With 170 million monthly active users in the US, TikTok is a formidable competitor to Twitch. However, the two platforms have borrowed features from each other for years. In 2022, TikTok introduced a live subscription option, mirroring Twitch’s offering. However, Twitch’s market share remains largely unaffected.

Twitch capability

TikTok’s potential ban in the US is seen as an opportunity for Twitch to offer an alternative short-form video experience. Although TikTok dominates the short-form video market, Twitch’s existing user base and reputation for long-form content could give it an edge in this new venture.

Twitch’s Discovery Feed aims to capitalize on the growing demand for short-form video content while leveraging its existing community of creators and viewers. By curating fun clips from its signature live streams, Twitch hopes to provide a personalized and engaging short-form video experience that could potentially challenge TikTok’s dominance.

Challenges ahead

However, Twitch’s foray into the short video market has not been without its challenges. Creators on the platform are primarily focused on creating long-form content, and the transition to creating and curating short-form videos may not come as naturally. Additionally, the lack of revenue sharing for creators on the Discovery Feed could be a potential deterrent for some Twitch personalities.

Also, while Twitch has a loyal following, it remains to be seen whether its short-form video offering can really compete with the likes of TikTok, which has built a massive user base and unique content ecosystem. Personalization and moderation of Discovery Feed content will also be critical in determining its success.

Pros and Cons of Twitch Entering the Short Video Field

As Twitch considers entering the short video space, there are several pros and cons to consider.

Pros of Twitch entering the short video field:

1. Diversify Content: The introduction of short videos can attract a new audience segment interested in quick, engaging content.
2. Increased Engagement: Short videos can improve viewer interaction and engagement, potentially leading to higher retention rates.
3. Monetization Opportunities: With short videos, Twitch can explore additional revenue streams through ads, sponsorships, and partnerships.
4. Wider reach: Short videos can help Twitch reach a wider audience beyond its traditional user base, expanding its market presence.
5. Variety of content: Adding short videos can offer a more diverse range of content to suit the different preferences and interests of viewers.

Disadvantages of Twitch entering the short video field:

1. Competition: Twitch will face serious competition from established short video platforms like TikTok and Instagram Reels.
2. Resource Allocation: Developing and managing short video content requires additional resources and can distract from the main live streaming platform.
3. User adaptation: Users accustomed to live streaming may not readily accept short videos, leading to potential resistance to change.
4. Moderation Challenges: Short videos can present moderation challenges similar to those faced by other social media platforms, such as handling inappropriate content and comments.
5. Monetization Model: Twitch’s existing monetization model may need adjustments to accommodate short video content creators and ensure fair revenue sharing.

Conclusion

The launch of Twitch’s Discovery Feed marks a significant shift in the platform’s strategy as it seeks to capitalize on the growing popularity of short-form video content and the potential void left by a potential TikTok ban in the US. While Twitch’s existing community and reputation for long-form content may give it an edge, the platform will need to address the challenges of the short-form video market and differentiate itself from the dominant player, TikTok, to truly succeed in this new venture.

In conclusion, while entering the short video space provides Twitch with exciting opportunities for growth and innovation, it also comes with challenges that must be carefully navigated to ensure a successful transition and continued relevance in the dynamic digital landscape. What do you think about Twitch entering the short video space? Will it be good for the industry? Let us know your thoughts and ideas in the comments section below