This weekend, Cory "King Gothalion" Michael became the newest massively popular Twitch streamer who left the platform for Microsoft's competitor, Mixer. In a video Posted to Twitter on Sunday, Michael mentioned his decision to & # 39; easy-peasy & # 39; to leave.
"It just made sense to have a partnership like this, where I get the potential to have, you know, input at the platform level, as well as the support of one of the biggest names in gaming," Michael said. And he is a big name himself: before he left Twitch, the Destiny streamer had collected just over a million followers on the platform. (At the time of this writing, Michael's channel was just over 32,000 followers on Mixer.)
Michael joins Michael "Shroud" Grzesiek and Tyler "Ninja" Blevins as the third popular streamer to leave Twitch for Mixer. Blevins and Grzesiek both have exclusive deals with the platform, and Michael probably also. (At the time of the press, Microsoft had no request for comment on whether Michael had returned an official deal.) And it would not be surprising to see other big names moving from one platform to another. People underestimate Mixer – and the data shows that the live streaming platform plan works.
Although it is true that Microsoft's streaming platform is nowhere near the target group figures that Twitch does have, the platform has recently experienced a hockey stick-like growth. With reference to various analyst data, The Motley Fool reported Earlier this month, Mixer doubled his number of hours worked by more than 90.2 million (versus the 11% increase by 11 percent to 2.55 billion), and the number of streamed hours nearly tripled – Twitch & # 39; s, on the other hand, rose only 4% .
What all this suggests is that Mixer becomes a much more attractive proposition for streamers. As Michael pointed out in his video, he will listen to the ideas of his viewers for ways to make the service better for streamers and their audience. Everything that has to do with streamer deals – money spent on exclusive contracts, etc. – means that it is not unreasonable to assume that Michael has Microsoft's ear and that they listen to and meet his needs. In short, Microsoft knows that it must talk to the professionals and follow their advice to improve their service.
Because if Mixer succeeds in becoming a streamer-led platform, offering the kind of flexibility and institutional support that many streamers want, it will explode in popularity among the people it relies on for content. That means more eyeballs, more growth and more sales. Although Microsoft has not revealed how much Mixer is responsible for its gaming budgets, the games division, which is mainly Xbox, raised a healthy $ 11.4 billion last year – a full 9 percent of the company's sales.
Twitch is where the streaming audience is, at least for the time being. But the technical differences between going live on Twitch and going live on Mixer are negligible; and for streamers with communities large enough that they don't necessarily need new fans, starting on a new platform with their most dedicated – and biggest releases – the audience might sound like an attractive proposition.
At a certain level of live streaming, the audience is more attuned to the broadcaster than to whatever the broadcaster does on camera. It is a bit like having a favorite TV channel: even if you don't like everything HBO programs, you trust that they produce programs that you love.
Add all of that to the millions that Microsoft spends to block exclusive rights and the answer becomes clear to much larger streamers. Or as Michael could say: easy-peasy.