Yes, thousands of would-be pop stars mailed demo tapes in a time before streaming, but the record labels didn’t get to sell ads against them. It is inherently aspirational: According to one poll, 54 percent of people ages 18 to 36 would become an influencer if given the opportunity. The creator economy isn’t a simple supply-and-demand chart of content to viewers. “That’s really the problem that creating content on the internet needs to solve.” Some streamers spend years broadcasting to no one. And the more saturated it is, the harder it is to stand out. But at the same time, he says, the bigger Twitch gets, the more saturated it is. At TwitchCon, he says, streamers come up to him “super stoked” and tell him that Twitch is a “great job.” “I mean, some of these guys bought a fucking house off Twitch,” he says. Kan says he thinks about this all the time-the good and the bad. “Thank you, DarkDaddy69, for subscribing for three months!” The most successful streamers still converse with viewers and offer them a chance at acknowledgement and connection. Fans felt, and still feel, entitled to streamers’ time and emotional labor-on Instagram, Discord, Twitter, Snapchat. If a streamer managed to attract even a small following, they weren’t just grinding out hours streaming, or even hours marathon-streaming, but hours available. Its greatest legacy, though, is trailblazing this all-enveloping world of patronized content and of gamifying online entertainment, both for the viewer and the streamer. Twitch has many legacies, from the Kappa emote to the rapper Drake’s Fortnite stream with Twitch celebrity Tyler “Ninja” Blevins. Should they have a sidebar chatroom? (Yes.) Emotes? (Definitely.) Career potential? (Yes.) The end goal wasn’t live video it was the creator economy.
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Kan, who is no longer with the company, says he and his cofounders spent years ruminating on how to make people interact online and give each other money. Exactly 10 years ago, on June 6, 2011, Twitch launched out of, a sort of general-purpose video livestreaming site Kan had founded four years before. More specifically, monetizing it on a massive scale. Twitch pioneered this-the digital parasocial thing.
He’s terrible at chess, but he can’t stop watching Andrea and Alexandra Botez play it on Twitch.
“I’m in the chat, like, giving them donations, hoping they say my name and shit,” he tells WIRED. Justin Kan, Twitch’s cofounder, just wants his favorite chess streamers to notice him.
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