New rules ‘created confusion and frustration’
For many streamers, Twitch is not just a place to broadcast content. It’s a major source of income. Some creators build up huge communities that are dedicated to watching their channel, and this can lead to a successful career. However, the Amazon-owned streaming platform has once againbecome the subject of online controversy. Namely, there’s been a change to its ad policy, which has not proven popular.
Today’s branded content policy update was overly broad. This created confusion and frustration, and we apologize for that.
— Twitch (@Twitch)June 01, 2025
As can be imagined, this has not gone down well with those who depend on the site for their streaming income. As reported byGamesRadar, a number of people have lashed out at Twitch, with the likes ofZach Busseysaying they may have to reconsider whether it’s the platform for them. Charity events such as Games Done Quick would also be affected by these changes, as their streams typically feature branded content to help them raise money.
However, even after the apology, the damage appears to have already been done. Such content creators as Jacksepticeyehave criticized the sitefor not talking to streamers in the first instance. Others still have threatened to switch to alternatives, such as YouTube and Kick.
Twitch says it will update the language on the new policy for clarity.
