That's why it launched Beam in 2016, and why it invested millions into the evolution of Mixer.While the streaming service has been around for a while, it recently made headlines after famous streamer, Ninja moved from Twitch to Mixer in August.Īdditionally, Microsoft has been steadily releasing updates to the platform from more monetization opportunities to anti-trolling.
Microsoft likely saw the ecosystem war brewing in the esports market and realized that it lacked a heavyweight streaming video platform (like Twitch or YouTube) to unite its gaming services.
Amazon hasn't launched a cloud gaming service yet, but it's developing first party games and offering other gaming services to expand Twitch's reach. Google already recently unveiled its cloud gaming platform, Stadia, which it's integrating with YouTube to create a cohesive esports video platform. It's also developing a new cloud gaming platform, Project xCloud, which could stream console-quality games to multiple devices. To lower the barriers between its gaming platforms, Microsoft lets gamers stream their Xbox One games to Windows 10 PCs on the same network. Most of that revenue came from sales of Xbox One consoles, games, and subscription services like Xbox Live and Xbox Game Pass. Microsoft doesn't disclose how much revenue Mixer generates, but it's likely a tiny percentage of its total gaming revenue, which rose 10% to $11.4 billion last year and accounted for 9% of the tech giant's top line. Viewers can also earn "sparks" by passively viewing videos and use them to tip broadcasters, who then convert them back into real money. It mainly generates revenue from subscriptions to channels and sales of virtual "embers" for tipping streamers. Microsoft integrates Mixer into Windows 10 and the Xbox One. That lead is impressive, but it's a double-edged sword since it indicates that Mixer has fewer viewers per channel than Twitch and YouTube.
Mixer ended the third quarter with 3.9 million unique channels, versus Twitch's 3.8 million unique channels and less than a million unique gaming channels on YouTube. Mixer remains far behind Twitch and YouTube in terms of total viewers, but its triple-digit growth rates suggest that it could narrow the gap over the next few quarters. This means Mixer surpassed YouTube in terms of total streamed hours for the first time in the third quarter. Streamlabs only started tracking YouTube's gaming data since the first quarter of 2019, but the video platform ended the third quarter with 675.9 million hours of watched games and 11.1 million streamed hours.
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