The company recognises the importance of its stars, and in a move that is quietly common across the world of social media, started to offer its biggest celebrities sweetheart deals, splitting the earnings of a Twitch subscription – a monthly fee paid by a viewer to support an individual host – 70/30 in the streamer’s favour for the biggest and best. Ninja isn’t alone in looking beyond the market leader for a platform. Now, he splits his time across multiple platforms, still streaming to Twitch but also broadcasting on YouTube, TikTok, Instagram and Facebook. But by 2020, Mixer was shutting down, and Ninja was released from his contract. It wasn’t just about the money, Blevins said: the “toxic” community that had grown up on Twitch played its part. In 2019, he was given an exclusive contract by Mixer, Microsoft’s homegrown Twitch competitor, for an undisclosed sum.
Since then, Ninja’s trajectory is telling of the extent to which Twitch’s leadership in the space has been challenged.
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