On March 18, 2025, Twitch announced a significant change that will alter the way gifted subscriptions are handled on the platform. Streamers now have the ability to disable discounts on bundles of gifted subscriptions, which may enable them to earn more from each individual subscription purchased.
This new feature comes in the wake of ongoing adjustments Twitch has made to its monetization strategies over recent years, including repeated hikes in subscription prices across various platforms and the introduction of diverse revenue options for creators. The introduction of the subscriber discount option has allowed Twitch users to buy subscriptions in bulk—usually comprising five or more—for a lower price. However, this adjustment often meant a decrease in earnings for streamers, as Twitch would reduce their 50% share of the subscription fee accordingly during promotional discounts.
Now, with this toggle, streamers can opt out of these discounted bundles altogether, although they will only reap the full benefits if they choose to do this. It is essential to note that this change won't impact the well-loved SUBtember promotion, where discounted subscriptions still benefit streamers as usual. Twitch has clarified that for the duration of SUBtember, both the platform and its sponsors will adjust their revenue model to ensure streamers are compensated as if subscribers paid the full price.
The mechanics for streamers to disable these discounts are outlined clearly in the Creator Dashboard. Streamers should go to their dashboard, select "Monetization," and find the toggle under "Subscriptions" to turn off the discount feature. Although this presents an opportunity for streamers to potentially increase their profit margins, a question arises about how viewers might react. For instance, eliminating discounts may discourage some viewers from gifting subscriptions, especially those who usually take advantage of those lower prices.
Community sentiment is varied on this new feature. While many streamers may appreciate bolstering their earnings, a segment of viewers who thrive on the discount gifting model might express dissatisfaction. After all, many fans enjoy supporting their favorite content creators, and for some, the cost can be a deciding factor in gift subscriptions.
Twitch’s recent evolution also reflects broader industry trends, with many platforms motivated to find balanced ways to support creators financially while attracting and retaining audiences. Updates like increased price point adjustments on desktop and mobile apps signal Twitch's commitment to refining its service, but how well these changes resonate with both streamers and viewers remains to be seen.
In the past, prominent figures in the Twitch community have also set subscriber records through events like SUBtember. For example, in 2024, VTuber Ironmouse outpaced Kai Cenat when she surged past 320,000 subscribers, but Cenat soon reclaimed the title. These instances highlight the strong competitive spirit within Twitch and illustrate how monetization directly impacts the ability of streamers to grow their fan base.
While shifting pricing structures and promotional strategies are not new in subscription-based ecosystems, they do indicate Twitch's next steps in redefining the landscape of content creation. This newly instituted feature could lead to a wave of changes in gifting behaviors, stream engagement strategies, and ultimately, the financial health of streamers on the platform expediently.
As creators adjust to the tool, their responses will likely shape future updates from Twitch, as user feedback has historically influenced the platform's policies. The ongoing adaptation process also serves as an implicit reminder of the dynamic relationship between social media enterprises and their creators.
Looking toward the future, the results of this change will surely play out across streams and through viewers’ conversations surrounding Twitch. The interplay of monetization features and user engagement remains a pivotal component of how streamers thrive on the platform. Overall, the opportunity for streamers to gain more revenue per subscription sets the stage for a deeper exploration of how best to leverage the built-in options provided to them.
