Kick won’t change 95/5 split: ‘Donations are not something you should be taking money from’

Kick co-founder Edward Craven (Picture: Sportskeeda)

The gaming world has been set ablaze by Edward Craven, CEO of the fledgling streaming platform Kick.

In the face of conventional wisdom, he has vowed to maintain Kick’s revolutionary 95/5 revenue split for creators. In an industry where platforms like Twitch command 50% and, at times, even more of a streamer’s subscription revenue, Kick’s commitment is a paradigm shift, to say the least.

To understand the full gravity of this announcement, let’s start with a quick explanation of the revenue split. Users who subscribe to a creator’s channel on a streaming platform pay a monthly fee. The revenue split refers to how this fee is divided between the creator and the platform. On Kick, the creator gets 95% of the subscription fee, while Kick takes a mere 5%. This starkly contrasts the industry norm, stirring up some serious conversations in the gaming community.

Kick vs. Twitch revenue split

Comparing Kick’s 95/5 split to the industry standard, the difference is not just noticeable but monumental. Take Twitch, for instance, which is the reigning heavyweight of game streaming platforms. Twitch operates on a 50/50 revenue split for its affiliates and partners. This means that Twitch takes half of the subscription fee revenue from its creators, unlike Kick.

Twitch recently launched its Partner Plus program, which offers a 70/30 split, but this is only available to an elite minority who can reach significant viewer milestones. Furthermore, the 70/30 split only applies to the first $100,000 made annually, after which the split reverts back to 50/50. And let’s not forget, Twitch’s 70/30 split is only possible for roughly 2.5% of active partners.

Kick’s 95/5 revenue split, on the other hand, is a flat rate offered to all creators on their platform, regardless of viewership numbers or subscription counts. This clearly sets Kick apart from the rest of the industry and sends a powerful message about its approach to revenue sharing.

Edward Craven’s promise to uphold this 95/5 split appears to be more than just a tactic to lure creators from other platforms. According to the Kick CEO, this is a fundamental aspect of their platform and is something they strongly believe in.

In an industry where creators often have to fight for their fair share, Kick’s commitment to a 95/5 split represents a seismic shift. The question that now arises is what implications this could have for content creators and, more broadly, the industry as a whole.

A CEO’s Stand

Edward Craven, Kick’s CEO, took a firm stand on the issue in his recent interview with “Gamer Update.” He began by saying, “I think a lot of people are getting caught up on Kick, mainly in regards to the sub split. That’s always the most contentious side of what makes Kick apparently not sustainable and all these other things that are thrown around, you know.”

Edward further reinforced his commitment to maintaining the 95/5 split: “We’ve got a big belief here at Kick that the one thing that should definitely never be touched is the sub-split. The sub-split is something which we consider to be almost donations. You receive a donation from your community, you receive subs from your community for making great content, and the whole concept of dipping into that sub split, our idea behind it is that it’s kind of unfair.”

According to Craven, it’s not just a matter of maintaining Kick’s distinctive competitive edge—it’s a question of basic fairness and respect for the work and creativity of content creators. “We don’t think that a platform that simply curates other people’s content deserves a right to take a split of people’s revenue from donations. Donations are not something you should be taking money from.”

Rather than banking on subscriptions as a main source of revenue, Craven revealed that Kick is exploring other avenues. “We are definitely looking more towards advertising down the line as being the primary business model. That is where we think that we can turn this into an extremely sustainable business, and I don’t think we need to go into the whole concept of taking 30 or even in some cases more of people’s donations. That is something we feel super strong about. It’s been the main mantra behind Kick from the start.”

Implications for Content Creators

This represents a radical and potentially empowering shift for streamers and content creators. The promise of a 95/5 split could significantly boost their earnings, particularly for those who have built a strong and supportive community. This could enable creators to focus more on the quality and creativity of their content rather than being overly concerned about numbers and monetary metrics.

Furthermore, this approach could fundamentally change the relationship between content creators and the platform. By prioritizing the interests of content creators in such a tangible way, Kick is signaling a level of respect and value for their work that is not common in the industry.

Kick’s decision to maintain its 95/5 split has the potential to be game-changing. If successful, it could prompt a major shift in the industry towards more favorable revenue-sharing arrangements for content creators. This could significantly increase competition among platforms, as they vie to attract and retain the best and most popular creators.

Yet, the question remains whether this model is sustainable in the long run. Critics argue that such a generous revenue split may not be financially viable over time, particularly as the platform grows and attracts more streamers. However, if Kick can successfully diversify its income streams, as Craven suggests, it could prove the naysayers wrong.

Only time will tell if Kick’s commitment to its 95/5 split will revolutionize the industry or if it’s an unsustainable gamble. But one thing’s for sure – it’s a bold move that has the attention of every content creator and platform in the game.

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