Live streaming has exploded in popularity over the last decade, with platforms like Twitch leading the way. Now a new contender, Kick, aims to challenge Twitch's dominance. At first glance, the two appear very similar - but under the surface, there are some important distinctions. This in-depth comparison explains the key differences between Kick and Twitch in revenue structure, content moderation, audience, funding sources, and more.
What is Kick and How Does it Compare to Twitch's Features?
Kick launched in 2022 and is still in beta testing mode. However, its core features and interface align closely with Twitch's established model. Both platforms allow viewers to watch live broadcasts focused on gaming, music, chatting, and other entertainment. The layout, menus, and interactive chat capabilities match Twitch's format - meaning Twitch users could easily transition to Kick.
However, the bigger divergences between the platforms relate to policies around revenue sharing, content moderation, audience composition, and partnerships/funding sources. These backend differences influence the type of streaming experience each platform can offer.
Revenue Share Model Favors Kick Streamers
One of Kick's biggest selling points for streamers is its generous revenue split. On Twitch, streamers receive only 50% of subscription and advertisement revenue. But Kick allows streamers to keep a 95% share. They also get 100% of tip and donation income directly, instead of waiting for a payout like on Twitch.
This model provides a major incentive for streamers to choose Kick over Twitch. Even popular streamers pulling in thousands in monthly subscriber fees would earn significantly higher income on Kick. For up-and-coming streamers trying to make streaming a full-time gig, Kick's revenue potential is compelling.
While Twitch has argued their larger audience base offsets the smaller cut for streamers, many creators feel their fair share should be higher. Kick's 95% revenue share could pressure Twitch to re-examine its own profit-sharing structure in the future to remain competitive.
Kick's Lax Content Moderation Contrasts with Twitch
Another area where Kick and Twitch differ significantly is in their content moderation policies and practices. Twitch has faced ongoing criticism for being inconsistent and overly strict with suspensions, dress code enforcement, and bans. Their vague guidelines around "sexually suggestive" content frequently cause confusion and backlash.
In contrast, Kick has taken a much more hands-off approach. Their looser policies allow streams focused on gambling, smoking, suggestive attire, and other adult themes. Even users previously banned on Twitch for controversial opinions or edgy humor have found a home on Kick.
However, Kick's relaxed policies also mean parents will want to pay close attention to what their children watch there. Impressionable kids could stumble upon content meant for mature audiences. Kick plans to expand their team of moderators, but their standards will remain relatively permissive.
For gaming streamers though, this presents an opportunity. Games with violence, profanity, and mature themes (like Grand Theft Auto) may be less likely to trigger moderation on Kick. Streamers who felt creatively limited by Twitch's policies have more freedom on the new platform.
Twitch Still Reigns in Terms of Audience Size and Influence
Despite Kick's appealing revenue share and liberties for streamers, Twitch still dwarfs the upstart in terms of total audience. After over a decade of growth, Twitch draws in 30 million daily active users who viewed over 3 billion hours of content in 2021. Top Twitch stars like xQc average over 70,000 live viewers per stream.
Kick has not released its own audience figures, but most analysts estimate it at below 1 million daily users currently. Without the now well-known Twitch brand name, Kick has had to work hard to attract viewers and build awareness. Leveraging deals with leading streamers has been their key strategy.
By recruiting established creators like Hikaru Nakamura, Kaitlyn Siragusa, and Tyler Niknam, Kick hopes their fanbases will follow them over from Twitch. But only time will tell if the platform can sustain broad mainstream appeal. For certain genres like chess streams, Kick has made more headway with audiences.
Yet Twitch remains the obvious place to reach the maximum gamer eyeballs. Massive esports events and major developer partnerships stay concentrated on Twitch for now. Even Kick's own financial backers use Twitch for some brand deals. The platform's market penetration remains unmatched.
Advertising and Investment Differences Reflect Business Strategies
To understand Kick's potential as a Twitch competitor, it helps to look at where the platforms get their funding and revenue streams. As an Amazon subsidiary, Twitch relies heavily on subscriptions and advertising - pre-roll ads and sponsorships are ubiquitous on the platform.
Kick, on the other hand, has actively avoided pre-roll or banner ads during streams. With a smaller audience, there would be less value for those ad placements anyways. Instead, brands like Alfa Romeo Racing have sponsored Kick directly. Their logos appear on the site rather than interrupting streams.
The other key Kick backer is Stake.com, a cryptocurrency-focused online betting site. Previously, Stake sponsored major Twitch streamers until gambling-related partnerships were barred. Now Stake utilizes Kick as the streaming home for its branded events and contests.
These partnerships reflect Kick's willingness to embrace sectors like gambling and alcohol brands avoided by Twitch. The exchange is simple - brands provide revenue for Kick's operations, and they gain visibility among the platform's valuable youth demographic.
Kick's long-term plan for profitability likely involves growing its audience enough to offer pre-roll ads, display ads, and increased subscription packages. For now, they offer a basic free viewing package. But more monetization options can be expected once their audience scales up.
Frequently Asked Questions About Kick and How it Compares to Twitch
With a high-level understanding of Kick's business model and policies compared to Twitch, some more specific questions often arise for potential users. Here are answers to some of the key FAQs.
Are mobile apps available for Kick?
Yes, the Kick platform offers mobile apps for both iOS and Android devices. This allows viewers to watch streams from their phones or tablets. The apps provide the same features as the desktop site. Twitch also provides mobile apps.
Can you subscribe to channels or get emotes on Kick?
Like on Twitch, Kick offers channel subscriptions for a monthly fee. Subscription revenue is among the income sources shared 95% with streamers on the platform. Subscribing unlocks exclusive emotes to use in chat. The platform is likely to add more subscription features and tiers as its audience grows.
Does Kick allow VODs and clips like Twitch?
Kick provides a video-on-demand system so streamers can publish archived broadcasts, highlights, and clip compilations similar to Twitch. Fans can watch VOD content from a channel even when it's not streaming live. Clips can be shared across social media, embedding Kick content beyond just the site.
Are stream delays and other tools available?
Yes, Kick does offer streamers useful tools like built-in delays to prevent impermissible content from airing live. Moderators also utilize slow mode and ban abilities in chat. While Kick's overall moderation is looser, individual streamers do have control options. More advanced tools are likely in development.
Can you use a webcam and multi-scene streaming?
Like Twitch, Kick has built-in webcam support and overlays to allow picture-in-picture or green screen effects. Multi-scene production features like transitions and layered graphics are also available. Kick aims to provide the core streaming tools broadcasters expect coming from other platforms.
Conclusion: A Clear Alternative Model, But Will Kick Topple Twitch's Throne?
In summary, while Kick borrows heavily from Twitch's live-streaming blueprint, its divergent policies on content, revenue, and partnerships make it a distinctly different platform. For adult audiences and streamers eager to earn more income, Kick presents a compelling offer and vision.
However, Twitch's commanding audience lead and brand recognition remain massive advantages in the gaming market. The incumbents' key relationships with developers, sponsors, and creators will be difficult to supplant entirely. But if Kick reaches a tipping point in channeling audience growth and loyalty, they could certainly carve out a niche.
Looking ahead, Twitch may need to adjust its revenue split structure or content restrictions to stay competitive with Kick's rise. But thanks to Amazon's resources, Twitch still controls the live streaming high ground for now. The potential is there for Kick to disrupt the sector - but it has an uphill battle to expand beyond a niche alternative into a mainstream force on par with Twitch.
