Twitch CEO Dan Clancy has confirmed that some political streamers are seeing drops in ad revenue due to advertisers withdrawing their support over concerns about sensitive content. Companies like AT&T, JPMorgan Chase and Dunkin’ have already pulled their ads, with Chevron reportedly considering the same, according to Bloomberg.
Brands pull ads over controversial political content
These decisions follow accusations of antisemitism on the platform, fueled by banned streamers like Destiny and Dan Saltman, who have targeted Twitch’s policies and specific creators.
Saltman even led a campaign contacting over 100 advertisers, urging them to stop funding Twitch. Streamers like Hasan Piker, who publicly supports Palestinian emancipation, have been caught in the crossfire. Piker told Bloomberg he is “a fervent combatter of antisemitism,” but this hasn’t fully reassured advertisers.
New labels spark controversy
In response to these issues, Twitch introduced new content labels for creators discussing topics like race, religion or politics in a “polarizing” way. Streamers must use these labels unless presenting topics neutrally, such as discussions on the Gaza genocide. While intended to manage sensitive content, the labels have drawn criticism. Some creators report immediate drops in ad revenue upon using them, citing reduced ad-fill rates.
CEO denies an “adpocalypse”
During a Dec. 4 update, Clancy confirmed that political content streamers may see fewer ads due to advertiser concerns but denied that Twitch is facing an “adpocalypse.” Mary Kish, Twitch’s Director of Community Marketing, also dismissed widespread income losses as “misinformation,” noting many creators remain unaffected.
Still, with big names like Dunkin’ pulling out, concerns grow that this trend could echo YouTube’s 2017 adpocalypse, potentially causing long-term effects on Twitch’s creator economy.