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TRAFFIC
YOUTUBE VS TWITCH : WHAT ’ S BETTER FOR AFFILIATES ?
With the streaming world changing , finding the right platform to host video content as a gaming affiliate is not always straightforward . Sharon McFarlane examines what each platform provider can offer for content strategy
T witch became the latest social media channel to tighten restrictions on igaming content in October 2022 , leading many in the gaming industry to question whether it is really worth it . Should we be investing resources and time into an outlet that is becoming more difficult to crack ?
Initially , the platform blocked affiliate links from being allowed in posts , while the latest update will prohibit streaming of any listed sites . Banned sites contain slot , roulette or dice games and any domains that aren ’ t licensed in the US or other jurisdictions that offer consumer protections such as deposit limits and age verification systems .
So , is Twitch worth it ? Or do we go back to good old YouTube for streaming content and community growth ? Opinions are mixed in the affiliate sector , with some high-profile affiliates creating successful campaigns across both channels .
YOUTUBE ’ S GAMBLING STANCE
YouTube is of course a Google product and , although it ’ s highly regulated , the company is very clear about its gambling policies . Twitch , on the other hand , has been a little more unpredictable in relation to banning accounts without expansive information being detailed . This does make brands slightly more cautious in terms of using the platform as part of an overall marketing strategy .
YouTube forbids creators from linking to gambling sites that are not approved , but other than that it is relatively straightforward and the stipulations are clearly set out .
Both YouTube and Twitch have prolific igaming communities , particularly when it comes to esports and slots . In terms of the volume of potential content creators with whom to collaborate , YouTube pips Twitch ; however , Twitch does have more of a tight-knit community feel , which could be beneficial for smaller brands .
DIFFERENT CONTENT FOR TWITCH AND YOUTUBE ?
As an agency , we recommend that all social media strategies ensure any content uploaded is native to the individual channels , including YouTube and Twitch .
08 • ISSUE 94 • iGB AFFILIATE LONDON 2024