Twitch DJ Program is it Worth it?  Let’s Talk About It

Advantages and Disadvantages of a Separate Twitch DJ Category

Here’s a look at the potential advantages and disadvantages of Twitch creating a separate DJ category and its impact on discoverability:

Advantages

• Increased Visibility: A dedicated DJ category could offer greater visibility for DJs on Twitch, making it easier for viewers specifically looking for DJ content to find them. Twitch plans to further boost visibility by featuring DJs on the front page and through recommendations.
• Legal Music Streaming: The DJ program addresses the copyright challenges DJs face by partnering with major labels and offering a searchable catalog of licensed music. This allows DJs to legally stream popular music and monetize their content without fear of takedowns or bans.
• Potential for Growth: Twitch believes a dedicated category, combined with the program’s features, could attract more viewers and popular artists to the platform, leading to overall growth of the music and DJ community on Twitch.

Disadvantages

• Reduced Discoverability: A separate category might actually harm discoverability for both DJs and other music creators. Currently, all music content exists under one category, leading to more concentrated viewership and better chances of appearing in the browse tab. Splitting the category could dilute viewership and make it harder for individual streams to stand out.
• Fractured Community: Creating a separate category could fracture the existing music community on Twitch, potentially leading to decreased collaboration and cross-promotion between DJs and other music creators.
• Revenue Sharing Concerns: The program involves sharing a portion of DJ earnings with music rights holders, but the specifics remain unclear. This lack of transparency raises concerns about the financial impact on DJs, especially considering the vague language and potential for varying rates across different monetization products.
• Limited Functionality: DJs participating in the program can’t save VODs, clips, or highlights to Twitch, requiring them to record locally. Additionally, pre-released music is not permitted.

Discoverability

• DJs: While a dedicated category might initially seem like a boost for discoverability, it could ultimately result in decreased visibility if the overall viewership within the category is lower than the current music category.
• Other Music Creators: Separating DJs into their own category could negatively impact discoverability for other music creators. Viewers browsing the general music category might be less likely to discover other music content if DJs are no longer included.

Alternative Solution

Instead of creating a separate category, Twitch could implement subcategories within the existing music category, allowing viewers to filter by content type (e.g., DJ sets, karaoke, live performances) without fracturing the community. This approach could potentially offer the benefits of a dedicated space for DJs while preserving discoverability for all music creators.

Overall

The creation of a separate DJ category presents both potential advantages and disadvantages for DJs and other music creators on Twitch. While it could provide greater visibility and a legal avenue for streaming popular music, it also carries the risk of reduced discoverability, community fragmentation, and financial uncertainties related to revenue sharing.

The program’s success in fostering a thriving DJ community on Twitch will likely depend on factors like the clarity of revenue sharing terms, the platform’s efforts to promote the category and its creators, and the overall response and adoption by DJs.

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