Why StreamElements is launching a ‘side sponsorship’ tool to widen creators’ advertising options

At TwitchCon on Sunday, Sept. 22, the livestreaming services provider StreamElements announced a new “side sponsorship” tool intended to help online creators work with multiple brands simultaneously. 

Since 2016, StreamElements has provided tools and services to help connect livestreamers with brands and potential advertisers. At the moment, the company works with about 20 million creators across Twitch, YouTube, TikTok and other platforms, and currently represents roughly 90 percent of all sponsored content on Twitch, according to StreamElements CEO Or Perry.

StreamElements’ business model is built around performance marketing, meaning participating streamers receive a unique product link to share with their communities, with each click counting toward the creator’s performance goals. StreamElements, and the creator, only get paid when an actual conversion takes place. StreamElements demonstrated the tool to creators at TwitchCon, but has not yet set an official launch date for it.

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