Ed Craven, Kick’s 27-year-old CEO, has said that he is willing to spend aggressively to grow it into a creator-friendly challenger to Twitch. Kick lured Felix “xQc” Lengyel, Twitch’s most-watched streamer for each of the last three years, to its platform.
ike many entrepreneurs, Kaitlyn Siragusa, the 29-year-old stream queen better known as Amouranth, makes money in her sleep. In this case, her millions of followers watch her do it, and during the day dote on her while she chats with them wearing skimpy bikinis. But the savvy creator, who once said she can make an estimated $15,000 a day without having to get out bed,
The question is how Kick plans to recoup its massive investment. Craven has said that advertisements will be its primary revenue stream, but Kick has yet to launch pre-roll or mid-roll ads on its nascent service. Meanwhile, Twitch runs about 2.5 minutes of advertising per hour on roughly 13 times as many active channels as Kick.
Adult Swim: With a reported $30 million contract to join Kick, Amouranth can stream without worrying about Twitch's censors.So far, the expensive moves are paying off. In the month since signing xQc, Kick has more than doubled its number of accounts, nearly quadrupled its number of active streamers and increased its total hours watched by 44% to more than 84 million, according to
And Google made the most competitive push into the streaming space with YouTube Gaming, accounting for more than 23% of the live-streaming market by hours watched in the last quarter of 2020. The platform signed multimillion-dollar deals in 2020 and 2021 for top creators, including Guy “DrDisRespect” Beahm, Tim “TimTheTatMan” Betar and Rachell “Valkyrae” Hofstetter, to stream exclusively on YouTube.
Craven recently said in an on-stream interview that he believes he can keep operating costs down, primarily by not over-staffing. Kick leases its technology from Amazon Web Services, ironically with a product initially created internally by and for Twitch and uses Stripe to process payments. Craven also touted AI tools to help with moderation, while Twitch has a trust and safety team that includes more than 200 people.
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