Kick is aggressively expanding its livestreaming platform, aiming to bring in more creators throughout 2025. In March, it hit a major milestone by reaching over 317 million hours watched, along with a record-breaking average of 443,559 concurrent viewers. The platform now boasts over 57 million users, growing rapidly in market share against dominant platforms like Twitch, which reportedly has around 240 million monthly users, according to third-party estimates.
To sustain and accelerate its momentum, Kick has rolled out initiatives like the “Kick Road” campaign, which offers cash prizes to small creators based on hours watched. Additionally, the “Pitch Kick” program invites creators to submit ideas for front-page features. Kick has also made monetization more accessible by lowering entry requirements—reducing metrics like average concurrent viewers and follower counts—though Twitch’s monetization model still has a lower threshold overall.
Generous Revenue Splits and Sponsorship-Focused Monetization Aim to Empower Smaller Streamers Equitably
One of Kick’s most appealing features for creators is its revenue model, which allows streamers to retain 95% of their subscription revenue—far more generous than competing platforms. While Twitch has lowered its own monetization barriers, Kick’s lower requirements still represent a major shift from its earlier standards. Co-founder Ed Craven emphasized the platform’s mission to create sustainable income opportunities for small to medium-sized creators.
Kick Pushes for Creator Growth with Bold Monetization and AI Moderation as Viewership Surges in 2025Though Kick remains unprofitable, Craven suggests the platform is close to exiting its “beta” phase. Monetization strategies are evolving, with a focus on brand sponsorships over traditional ad formats like pre-roll or mid-stream ads. While Craven didn’t provide a timeline for profitability, he highlighted the importance of connecting creators with brands and sharing ad revenue in a transparent and fair way.
Strengthened AI Moderation Faces Scrutiny Amid Ongoing Concerns Over Platform’s Content Culture
In response to past controversies and criticism, Kick has dramatically increased its investment in content moderation, especially through AI technologies. Craven stated that moderation and trust & safety have become major priorities, with internal tools and partnerships with AI moderation firms playing a key role. This shift follows backlash over problematic content in 2023, which the company claims reflects a small minority of its user base.
Despite these efforts, Kick’s association with controversial streamers like Adin Ross continues to fuel skepticism among some creators. While Craven emphasized that Ross is subject to the same rules as anyone else on the platform, critics argue that his ongoing presence signals a tacit endorsement of his content. This perception poses a branding and trust challenge, particularly for liberal or marginalized creators who may feel alienated by the platform’s current culture.
