Twitch’s fourth annual SUBtember subscription promotion will kick off next month with Capital One serving as the initiative’s presenting sponsor.
During September, Twitch will offer a discount for first-time streamer subscriptions. While the cost of the subscription will be reduced by 20-30%, streamers will still receive their full revenue share. The initiative will also look to incentivize the purchase of multi-month subscription bundles, with larger discounts going to three-month and six-month subscription packages.
In addition to providing Twitch with the added up-front revenue and reduced risk of a canceled subscription, multi-month purchases do provide a substantial benefit to streamers. Monthly streaming revenue can be extremely volatile due to the fluid nature of viewer habits, and the risk of losing subscribers when taking a break (one of the leading causes of streamer burnout). By encouraging viewers to subscribe to streamers for several months at once, Twitch also provides a bit more stability to the income of those streamers.
Earlier this Summer, Capital One quietly entered the esports space through a Twitch ad deal which saw the brand promoted during a Dota 2 Twitch Rivals event.
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