From LauncherWP: Facing their first recession, Twitch streamers are tightening their belts
Facebook canceled a long-term contract for exclusive content after just seven months. Another smaller “Genshin Impact” creator, Stefen “SipSipStefen” Matias, said his revenue has dropped “immensely” in the past couple months due to brands delaying promotions and viewers canceling subscriptions.
“If this happens, it’s going to be essentially the first recession the creator community will go through,” Duchscher said. “Maybe there were some people early on in [YouTube’s history], but Google AdSense wasn’t a thing in 2007 when the market crashed. I was like, ‘Who’s going to educate our creators on this matter? It’s got to be us.’ ”
As a result, Twitch streamers are entering a possible recession with reduced bargaining power. Worse still, many of them might not even be aware of the problem; their industry is still relatively new, and it’s easy to ignore dark clouds on the horizon when the summer sun is still out.“You can’t see the impact [of falling numbers] until the end of the month when you take a look at your income and go, ‘Oh, income is down a little bit. … Nah, it’s all right.
Rick Heaton, director of influencer and community activations at digital agency YellowPike Media, has already started employing this approach.“I’m looking at a lot more mid-, micro- and even nano-sized influencers,” he said, “where you can generate big impact and hit client [performance indicators] with small spends across many influencers on a small budget.
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