Twitch streamers react angrily to ads for Ninja appearing on their livestreams

When you're a streamer, it's probably not wise to promote another streamer. While that's a normal rule when it comes to competition in the overcrowded game streaming space, it seems like Twitch isn't giving people the choice. Advertisements for Ninja's New Year's Eve event showed up on streams of other people like "Dr DisRespect." It's safe to assume that this didn't go over well, and the popular personality and other streamers called out Twitch for promoting a competitor on their channels.

According to a report by Variety, streamer Lance Aurion said, "I work hard for every viewer I get and that doesn't even top 10 sometimes, how am I going to grow if people go watch Ninja instead my stream because of the ad? Riddle me this, Twitch." Reactions from others were very similar.

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While it's not Ninja's fault that Twitch advertised his competing channel on other streamers' livestreams, his now-deleted response didn't do them any favors. Variety managed to capture a screenshot of Ninja saying, "This event is going to be broadcasted to millions of people and continue to grant exposure to Twitch, which in turn allows other streamers to gain more viewers. What's not to like? Or is it just because it's me?" Instead of asking Twitch to respect the wishes of its other customers, he implied that people just didn't like him that why they were complaining.

Hopefully Twitch will issue a formal apology because no streamer should have to promote the competition. Ninja brings in a lot of revenue for Twitch, but that doesn't mean that the company can do whatever it wants with its other customers. We'll keep you posted as soon as we know more or have an update.

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Asher Madan handles gaming news for Windows Central. Before joining Windows Central in 2017, Asher worked for a number of different gaming outlets. He has a background in medical science and is passionate about all forms of entertainment, cooking, and antiquing.

31 Comments
  • lol twitch drama. this is why im on youtube. im not good with live gameplay. i need my videos finely crafted, edited, and informational.
  • Yeah, no drama on YouTube haha. Hahaha. AHAHAHAHA! *Sigh* thanks, I needed that.
  • You made my day. :D
  • "This event is going to be broadcasted to millions of people and continue to grant exposure to Twitch, which in turn allows other streamers to gain more viewers. What's not to like? Or is it just because it's me?" Lol. These people are already watching Twitch!
  • > Lol. These people are already watching Twitch! Hahaha, true. Unless, the ads is in other media, websites, between TV shows too.
  • Ninja is the reason Mixer will be competitive in 2019, Twitch is at the stage YouTube was last year when they started to stiff all the small creators in favor for a few of their biggest draws along with celebrities that no one would watch if it wasn't forced into the front page.
  • I don't think you're right about Mixer, but unfortunately you may be correct about this signalling twitch's decline. It is quite silly to see them repeating mistakes other platforms have made. It also shows they're out of touch with users, anyone who isn't a total twitch newbie knows self promotion and advertising other streams is totally against twitch etiquette. I do think it's worth noting though that most streamers cross promote each other quite heavily, just on their own terms. Now I think on it, it was a celebrity that got me watching twitch in the first place .. it was Felicia Day though, so it's legit.
  • Is like you are cross promoting your celebrity, on this platform?
  • She's not really *my* celebrity... But I don't think there's an issue either way, I don't see any area where Felicia is in competition with Windows Central.
  • This is very disrespectful. In a profit first mentality, many corporations today are losing empathy for their human workforce.
  • They are owned by Amazon, what do you expect?
  • Unfortunately this is how many a dev feels about Microsoft's (Nadella's) decision to kill mobile. It showed utter disregard for folks who wrote 100K, 200K, 300K, 1M lines of code only to wake up one morning and read a friekin' tweet one morning that there was no longer any device to run their apps on... this even after Nadella and MS swore up and down they would support the platform hell or high water. The worst part is, when they tell you to your face that they're trying to "empower"... you.
  • empower? Like, able to run your binary on PC, WoA (big, small or dual screen), IOT, AR, MR, Xbox and share some logic / code with server? Can WinPhone run PC version UWP and XPA? No?
    Can WoA run PC version UWP and XPA? Yes?
  • So why not keep WinPhone around UNTIL this mythical pocketable WoA exists? By doing so you at least assure developers that you actually support your platform... and keep your promises. Nothing against advancing the platform simultaneously. But right now where we stand is exactly nowhere... Which is my point exactly. Based on false promises devs sunk precious $ and time into apps that currently have no device to run on... waiting in anxious suspense for the unicorn of all unicorn devices. A live dog is better than a dead lion.
  • I never liked Twitch. Smells bad, and things like these confirm it.
  • "I work hard for every viewer I get" No, you play video games online. The doctors and nurses who cared for you at some point in your life work hard, the guy who takes away your trash works hard, the guy that serves you in McDonalds is working hard, you're playing video games.
  • Funny 🤣 but true 🤔
  • It got out of control really fast, didn't it? I can understand to an extent the whole thing where everybody makes content and can be someone's idol, but for the most part it's still regular people.
  • That's only the part you see. You don't see the work that goes on behind the scenes to make these streams happen.
  • Or the amount of time and effort it takes to be successful
  • Its really not that hard, sign up to Twitch, play some games, if you're female do a bit of titty streaming to get the numbers up, if you're a guy say something a little controversial and play the latest game out to get hits, its really quite simple. I'd agree some Youtube video's take a little work to edit, but again its not like the software and services are not there to help, a bit like building computers, back in the 90's when i started it was a little more complex with jumpers etc and you could destory hardware, now its all plug and play. Production companies make programmes to sell to the major networks, during the broadcast of their work there might be an advert for a rival or similar show, you don't hear of them throwing a hissy fit. These kids on YouTube and Twitch are playing the content created by others, there's your hard work - creating the games that these Twitch streamers monetize
  • Well, if it's that easy what's your twitch name? I'll check out your stream, I assume you get 20k+ viewers a stream and pull in $100k+ a month? Or are you just talking out of your arse about something you know nothing about?
  • Again, what you see is the end product. You don't see the work that goes on behind the scenes (configuring hardware/software, optimising the physical stream space for lighting/soundproofing, testing to make sure everything works correctly, fixing technical issues, etc). As birdman_38 points out, once you get the configuration and setup done, turning a stream into even a moderately successful one takes a lot of time and effort and involves things like scheduling, community engagement (particularly with subscribers), dealing with abuse/harassment and making sure your financial situation is adaptable.
  • You're really trying to over complicate what boils down to playing some games, signing up for a Twitch account and setting up a webcam. Beyond that there is plenty of software and extensions for Twitch that can add sound effects, graphics or even Amazon listings for gear and merch. Hardware is plug and play, its really not that complex.
  • That's because it is more complicated than you make it out to be. If it really was as simple as you claim, we'd all be like Ninja.
  • It really isn't, I have a Twitch account but only used it a handful of times, I'm not really that interested in streaming but what's stopping you? what did Ninja have when he started out that you don't? what's so difficult? If you have the interest its really quite easy to set up an account, the hardware and extensions/add-ons. Its playing games, can't you do that? you need a Twitch account, a webcam and maybe a headset. These people were not successful overnight but if you're happy to sit there playing games every night talking to strangers on the internet then you can be the next Ninja or whoever else, buy a wig and some sunglasses, be rude an obnoxious - it worked for Dr DisRespect, stop making it sound like these guys are re-inventing the wheel or climbing Everest.
  • If what you were saying were true, all the Twitch streamers would be as successful as Ninja. They are not. Ergo, you are incorrect. You're confusing concept with execution (very commonly done, so don't be upset about it). The concept is easy, the execution is not. Yes, you have the concept, but to then execute it in such a way that you get thousands to millions of viewers is quite difficult. The reality of the Twitch landscape is evidence enough that your views on it are wrong. Its kind of like saying 'acting is easy' and that anyone can be Benedict Cumberbatch (or not even acting, we can look at sports as well... 'all they're doing is playing a game', no?). Yes, he's just 'acting' but he's executing said acting is an artful way that not many people can do. Plus, even if you were as good an actor, you'd still need to work hard to get your 'big break,' which is a mixture of luck, hard work, and contacts. No one made it sound like they are re-inventing the wheel. There is a whole world between 'just playing a game' and 'climbing Everest' and creating a successful Twitch stream that makes money is inside that spectrum.
  • Twitch streamers are not relevant. Let them cry.
  • Streaming is dumb, generally.
  • The result of this is good :)
    Streaming service doing something stupid, people calling it out for it and company realizes it cannot do whatever it wants without hitting bad PR - This is how all bad corp. moves should go do :D
  • First world "problems" are often amusing.