Twitch has apologized following criticism of its new branded content guidelines, which would have drastically cut streamer revenue.
The content guidelines, which were first flagged by streamer Zach Bussey on Twitter, would have banned “burned-in” video ads, audio ads, and banner ads as well as limited sponsored logos to 3% of screen size.
Twitch has new Branded Content Guidelines.
— Zach Bussey (@zachbussey) June 6, 2023
- On-stream logos are limited to 3% of screen size.
- Burned-in video Ads are NOT allowed.
- Burned-in Display Ads are NOT allowed.
- Burned-in Audio Ads are NOT allowed.#TwitchNews#TOSggpic.twitter.com/QrlrQhGAbm
Streamers panned the changes, claiming that their revenue from brand sponsorships would be significantly cut, with many threatening to leave the platform.
Some pointed out that the updated guidelines would hurt charity streaming as many streamers use banners from charities to promote and raise funds for various causes. Esports events would also take a hit, others noted.
Following the backlash, Twitch admitted in a tweet that the policy update was “overly broad” and that they did not intend to limit streamers’ ability to enter into direct relationships with sponsors.”
Today’s branded content policy update was overly broad. This created confusion and frustration, and we apologize for that.
— Twitch (@Twitch) June 6, 2023
They further explained that the existing ads policy was intended to prohibit third party ad networks from selling burned in video and display ads on Twitch.
“We missed the mark with the policy language and will rewrite the guidelines to be clearer,” the company said, adding that they would update the community once the language has been adjusted.
The guidelines are the latest updates from Twitch to have streamers in an uproar. In September 2022, the Amazon-owned streaming platform announced that starting in 2023, it would be moving to a 50/50 subscriber and ad revenue split with streamers.