Twitch CEO Dan Clancy recently shared insights about the platform’s evolving approach to advertising and community building during an interview at TwitchCon Europe 2025 in Rotterdam. Clancy emphasized Twitch’s unique model of synchronous interaction, which he argues fosters stronger community bonds compared to the often asynchronous nature of traditional social media platforms.
He noted that Twitch serves as a vibrant community space for many individuals, particularly those who may feel isolated in their everyday lives. Clancy remarked, “When you walk around TwitchCon, you see lots of people that actually don’t get out as much. They don’t have that sense of belonging and connection, so they find it online.” The successful 10th anniversary of TwitchCon highlighted this community aspect, bringing together creators and fans who engaged in a diverse array of activities beyond just gaming.
The discussion also touched on Twitch’s revenue model, revealing that currently two-thirds of its income is derived from subscriptions, with the remaining third from advertising — a balance that Clancy finds surprising to many, given the heavy reliance on ad revenue seen in other platforms. He anticipates a shift, predicting that ad revenue growth will eventually match subscription income. Improving advertising strategies is a focal point, particularly the challenge of maintaining a positive user experience while incorporating more ads without disrupting the engaging nature of live streams.
Clancy is keen to push beyond gaming into broader entertainment spaces, aligning with the platform’s shift towards varied content that appeals to a broader audience, including non-gaming streams. He stresses that Twitch streamers should be viewed as “entertainers who happen to game,” which opens the door for diverse creators to thrive and build communities.
The collaboration with Amazon Ads plays a crucial role, allowing Twitch to leverage user data to provide personalized advertising opportunities. Clancy believes that the integration with Amazon can enhance the platform’s advertising capabilities without compromising user experience.
Overall, Twitch is working to maintain its spirit of community while growing its advertising potential and evolving beyond its original gaming identity. With dedicated efforts focused on community safety, brand partnerships, and innovative ad strategies, Twitch aims to solidify its position in the digital landscape as not just a gaming platform, but a hub for creative expression and global connections.
This continued growth reflects a hopeful future for Twitch, as it seeks to enhance user engagement and broaden its appeal, creating avenues for both advertisers and diverse content creators to flourish.