This first step addresses streamers on Twitch, but still no word on non-streamers in the wider community. Will they be barred from Twitch social events? Will Twitch continue to do business with their companies? What are they going to do when the low-hanging fruit is gone?

https://twitter.com/Twitch/status/1275972814898524161

Here are some scenarios:

Twitch has a partnership agreement with an esports team. Twitch finds an accusation against their CEO credible and issues a ban, but the CEO refuses to resign. What does Twitch do to the deal? What if it's a non-public-facing position like a CFO?

1/ Wide Twitch comms go through Legal and C-level executive approval, so the resulting word choice is deliberate. This non-apology is short but fascinating because it inadvertently reveals several failings behind the scenes. Join me on a fun journey through overanalysis land: 2/ "We believed helped spotlight" implies Twitch had an active role in approving both ads ahead of time, and they approved the second ad despite what happened the first time with Ninja. Either they're intentionally obtuse or it slipped through the (clearly inadequate) process.

1/ The backlash to Twitch's Ninja NYE ads channels the scrutiny around Twitch's inconsistent handling of large vs small streamers and inadvertently exposes another tier: the companies that buy ad campaigns from Twitch. They are functionally immune to even those standards. 2/ Twitch's different policies for ad buyers and individual streamers will continue to break as individual streamers start to behave more like event companies renting their channels to brands. It's inevitable as streamers continue to command audiences larger than some events.