The digital broadcasting landscape is facing a significant shift as Twitch, the Amazon-owned streaming giant, rolls out aggressive new monetization strategies and technical updates that have sparked a heated debate between the platform and its creator community.
As of 17 February 2026, the platform is navigating a complex period of transition, balancing the need for profitability with the demands of its high-profile streamers and a growing competitive threat from rival platform Kick.
The “Pause-Screen Ad” Controversy
In a move that has divided the user base, Twitch officially began trialling pause-screen ads this month. The new format triggers an advertisement the moment a viewer hits the pause button on a live stream. While Twitch representatives stated on X (formerly Twitter) that the goal is to make ads “less intrusive” by utilizing idle time, critics argue the feature creates a “latency trap.” Viewers who pause to step away may return to find their stream significantly delayed, forcing them to sit through additional synchronization or further ads to return to the live action.
Revenue Split Tensions and the Plus Program
The platform is also facing backlash over its revamped Plus Program. The new system introduces a two-level revenue structure where creators must earn “Plus Points” through subscriptions to unlock higher payout tiers.
- The 70/30 Split: While the 70/30 revenue share is available for top-tier creators, many mid-level streamers have expressed frustration over the difficulty of maintaining the metrics required to stay in that bracket.
- Kick’s Response: Rival platform Kick has seized on this discontent, publicly mocking Twitch’s payout complexities and doubling down on its own 95/5 revenue split to lure away disgruntled talent.
Canadian Market Highlights
In Canada, the platform continues to be a central hub for localized marketing and community events. Subway Canada recently made waves with a clever “misdirect” campaign during the Super Bowl period, using Twitch to engage viewers with a “soup or bowl” interactive stream. Additionally, the Quebec Games Celebration is currently utilizing Twitch drops and showcases to highlight provincial game developers during its annual Steam sale, which launched earlier today.
Platform Evolution and Legacy
Founded in 2011 by Justin Kan and Emmett Shear as a spin-off of Justin.tv, Twitch has grown from a niche gaming site into a global cultural powerhouse. However, the “Twitch Mafia”—the original founding team—has largely moved on to other ventures, leaving the platform to navigate its current identity crisis under Amazon’s corporate umbrella. While it remains the largest live-streaming service in the world, the current friction over ad delivery and creator pay suggests a pivotal year ahead for the service’s market dominance.