Summary This article is about the attempt to build the online reputation of a business and the self-inflicted unraveling reputation of another. I specifically focus on the recent events involving streamers, a $100M deal and the sites Twitch, Kick, and Reddit. An analysis of the hugely popular xQc\’s and Amouranth’s move to Kick and Reddit\’s API pricing controversy highlights the critical importance of transparency, community engagement, and strategic planning in online reputation management for businesses and individuals alike. Introduction I’ll address a seemingly obscure realm of the internet but one that holds significant lessons for businesses, brands, or C-Suite executives. You probably have no idea who xQc or Amouranth are, or are familiar with Twitch, Kick, or Reddit. No worries. However, if these names sound vaguely familiar, it’s because they recently made front-page headlines in the New York Times. It involves a $100 million payment, akin to what LeBron James might receive, to a 27-year-old, which is attention-grabbing. The story surrounding these events provides valuable lessons in business and reputation management. In summary, one platform paid streamers multi-million dollars to repair its reputation, while another, Reddit, damaged its credibility due to greed. Below is some background on what this is all about. If you are familiar with what I mentioned, feel free to skip to the “100 Million Dollar Move” section. Key References Kick Just Stole xQc And Amouranth, Twitch’s Top Male And Female Streamers, Within 48 Hours Thousands of Reddit communities go dark to protest company’s controversial new policy Twitch Star xQc Signs $100 Million Deal With Kick, a Rival Platform Greece Bans Streaming Platform Kick Over Gambling Content Case Study 1: Twitch Streamers First, let’s understand the sites and players. Twitch is a platform for real-time live streaming. Think of it as a fusion between YouTube and a live broadcaster. Initially, the platform carved a niche for itself by focusing on gaming, where players share live footage of themselves playing video games (which personally, seems odd–but thousands watch them). It has since diversified into many other categories, some of which feature live journalists, comedy, etc. (even The Washington Post has a channel). One key feature of Twitch is the ability for people to interact with the streamer live through chats. This makes it a very engaging platform, as viewers can ask questions, make comments, and receive immediate feedback. Advertisers love Twitch as a marketing tool. Popular Twitch streamers monetize their channels through advertisements, subscriptions, and donations from viewers. Businesses can also sponsor streamers to promote their products or services to a targeted but coveted audience. Millions of dollars are made by both the brands and streamers. What is Kick? Kick is also a video live-streaming platform, but it was launched in 2022. It was designed to rival Twitch, which is owned by Amazon, by offering a more relaxed moderation policy (i.e., edgier, and perhaps less controlled) and giving a higher revenue share to streamers. It is owned by one of the largest online gambling entities, Stake, and as a result, many streamers who focused on controversial content, such as gambling, migrated to Kick. Kick also made headlines recently by signing deals with several high-profile streamers who previously had a strong presence on Twitch, including xQc and Amouranth. Who Is xQc? xQc, aka Félix Lengyel, is a Canadian internet personality and former Twitch streamer. He is considered an entertaining and often eccentric online persona by fans (I’ve never seen him). xQc initially gained fame as a professional gamer, representing Team Canada in the Overwatch World Cup–a big deal in the streaming realm. He transitioned to full-time video gaming and real-life (IRL) content. Who is Amouranth? Also a former Twitch streamer, Amouranth streams games and other content but is known for sitting in a hot tub (that’s right). She’s been banned from Twitch for controversial sharing but is immensely popular and has millions of followers. The 100 Million Dollar Move Now that we’re finished with the background, let’s get to the meat of the matter. Platforms and streamers are constantly evolving. xQc and Amouranth are prime examples of mega online influencers who have made huge paychecks through ad revenue and other sources. With a massive following on Twitch, they recently made the move to Kick. Overall Business Implications These moves have implications beyond xQc, Amouranth, Twitch, Kick, or any specific platform. Actually, it’s a reflection of the broader online landscape where businesses and brands often believe they can swiftly change the narrative surrounding a negative reputation. Kick, for instance, has faced criticism due to its association with gambling and controversial streamers such as Adin Ross, who was banned several times on other platforms. It seems that luring big-name streamers is an attempt to repair Kick’s reputation. This should serve as a cautionary tale for businesses and brands on the complexities of reputation management. Motives Behind the Move Both xQc’s and Amouranth’s decisions to transition to Kick could be attributed to a plethora of factors, but it probably comes down to money. They might want to pursue creative freedom or a change of scenery, but financial incentives seem central since Kick offered insanely lucrative contracts. However, such a move is not just a simple switch; it carries a reputational impact for both the streamers and the platforms. Impact on Kick\’s Reputation Kick’s “acquisition” of proven talent in xQc and Amouranth is evidently an attempt to leverage their extensive followers for greater visibility and user acquisition, to potentially earn more money. But more importantly, the association with prominent streamers seems to be a strategic plan to fix Kick’s negative reputation and rebrand itself. After all, if major stars are there, it must be a good platform, right? Potential Risks However, this strategy is fraught with risks. Although unlikely, the streamers\’ past (an apparently, new) controversies and bans might cast a negative shadow over Kick. More importantly, it could easily be seen that the platform is attempting to “whitewash” its poor reputation. Critically, this could be seen as blatantly inauthentic, since reputations
