If Mixer did this instead they would still exist
With the recent announcement that Mixer is shutting down, many have wondered what went wrong. Surely signing exclusive deals with the likes of Shroud and Ninja should have been enough to set the platform on the path to greatness. The hype around the Shroud and Ninja deals proved to be a great marketing move, as everyone was now talking about Mixer, and many streamers migrated over. But the fundamental problem lays with viewership. Simply bringing over top content was not enough to entice viewers to leave their platform of choice. What could they have done in addition or differently?
What major element does Twitch have that Mixer does not?
Esports. The answer is esports. With many exclusive contracts with major esports, this is Twitch’s bread and butter, their largest source of memberships. Twitch has been doing this for years and if there is one thing they truly lead with in the livestreaming space, it would be their esports contracts.
In January or 2020 Activision Blizzard and Google entered into a multi-year strategic relationship. One of the most prominent parts of this deal lies with esports. Youtube became the exclusive streaming partner for all Activision Blizzard big esports titles, including Overwatch League and Call of Duty League. Previously twitch was the only major streaming platform landing major exclusive esports deals, which was their main source of new user registrations. With Youtube catching on to this method of business and taking action, they have officially begun going for the jugular in their battle with Twitch. This exclusive deal was made just after Youtube announced deals with top talent streamers such as LazarBeam, Muselk, Valkyrae, and Courage.
Imagine in addition to landing Ninja and Shroud, Mixer also began making exclusive deals to livestream major esports events. Imagine instead of Youtube making that deal, Mixer made that deal. And others. Esports partnerships are the major driving force behind twitch memberships, why would it have worked for Mixer? There is no real way to actually know how things would have went, but we do have a lot of data showing how well it worked for twitch.
Mixer was owned by Microsoft and was doomed from the beginning, if you ask me. It’s weird to say this, but with tripled year after year growth, Facebook Gaming is looking like it could actually, in real life, in this timeline, have a true space in the livestreaming space.
Anyways, the livestreaming wars continue and are as interesting as always! Check out these crazy stats from Streamlabs and try to guess where the rest of 2020 is heading.