Popular streaming platform Twitch has been going through a brand overhaul over the past year. In the wake of its increased userbase due to the effects of COVID-19 and stay-at-home procedures, the streaming service has been cracking down on streamers, enforcing several rules, and revealing new nuances.
In the past, Twitch has been aggressively implementing copyright measures such as DMCA claims, as well as banning prominent streamers from Twitch. One such streamer was Dr. Disrespect, a ban that was shrouded in mystery for well over a year. In the past, no one except Twitch and Dr. Disrespect himself knew the discrepancies leading up to his ban. However, a new Twitch implementation may unexpectedly reveal the stipulations of his ban, as well as for several others who were mysteriously banned.
Earlier today, it was discovered that Twitch staff have the authority to decide how much money streamers are allowed to make via ad revenue. This is decided through a streamer’s “brand risk score,” as in the less “brand-friendly” a streamer is for Twitch, the less that streamer is expected to make. What determines the “brand risk score” is based on factors including chat behavior, ban history, automod, and other variables within Twitch’s GQL score. This information is sent to advertisers, which means that information can be public, including the reasoning behind said bans.
In relation to Twitch’s change on how ad revenue is paid out, several compared the practice to YouTube’s form of ad-revenue and whether or not content is considered “brand-friendly.” For Dr. Disrespect, YouTube continues to remain lucrative as his connection with his large fanbase was enough to convince tournament organizers to have him compete in an upcoming Call of Duty: Warzone tournament.
Aside from Dr. Disrespect’s ban, this information can also relate to other streamers who have been banned from Twitch without prior, extensive, information from the website. This form of unintended transparency, while beneficial for streamers affected by Twitch bans, may prove problematic in the future for Twitch as a company. The ease of access of information relating to a Twitch user’s history, down to their chat history, ban history, and even potentially personal details like their age, may be used by data miners for unexpected consequences. The possibility of a high-profile streamer having their information used for ransom could be similar to what happened to CD Projekt’s breach of its source code for various games.
However, a Twitch spokesperson provided Game Rant with a statement regarding its Brand Safety Score earlier today, saying, “User privacy is critical on Twitch, and, as we refine this process, we will not pursue plans that compromise that priority. Nothing has launched yet, no personal information was shared, and we will keep our community informed of any updates along the way.”
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