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Twitch takes on YouTube with new Video Producer tools
July 17, 2025
Twitchannounced in ablog posttoday that it’s debuting new tools for content creators. The new tools, called Video Producer, let creators make landing pages for new videos and rerun their previous content.
The biggest change is that streamers can now upload pre-made videos and debut them at a specific time. The premiers must have a landing page, where creators can add a countdown timer to increase the anticipation.
Many content creators stream games on Twitch, then take clips from their stream and upload it toYouTube. It seems like Twitch would rather keep those videos and the viewers on the site rather than letting them go somewhere else to view the content. These moves appear to do just that. On YouTube, videos are uploaded and go live immediately or at a set time, but Twitch wants to make videos more like a movie premiere. The video’s landing page will feature countdown timers and special popcorn emojis, and alerts will tell users when to tune in.
These moves make a ton of sense for both Twitch and its streamers. The streamers have already built a following on the site. It doesn’t make a ton of sense to force users to go to another site for more of your content. For Twitch, it’s all about keeping viewers coming back. The more often that viewers come back for content, the more loyal they become. Additionally, it increases the chance that people may purchase a paid subscription to a streamer or donate bits to them, and Twitch gets a part of both of those transactions.
The new features also make sense on a larger scale. Amazon owns Twitch, and has beenpublicly feudingwith Google, who ownsYouTube. Recenttrademark registrationsindicate that Amazon may start its own YouTube-like streaming site, but maybe it doesn’t have to with changes like these.
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