Get 66% more earnings by simulcasting

(5 min read) Bettynixx’s strategy for monetizing on 3 different platforms at once. Featuring Squarespace, Discord, Notion, and Nani?

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Bettynixx

I have a big melting pot as far as who watches me and what type of game they came to me for.

Betty, aka bettynixx, plays video games on Twitch, YouTube, and TikTok, and identifies as a “variety streamer.” 

What’s that?

There are some streamers who stick to one game and stream that game all the time. Their audience and community mostly play that game and are attracted to them because they play that game. 

That’s not what I do.

I play a lot of different things - mostly multiplayer games or first person shooters - and that helps me attract different people into my community.

Since she plays a variety of games for a broad, diverse audience, a multiplatform streaming strategy is critical to her success. Any Creator using livestreaming as part of their business could learn from her approach.

Let’s get into it!

Links

.Highlights.

.Breakdown.

.Observations.

In October 2023, Twitch finally lifted its longtime ban on simulcasting. Betty - with audiences on TikTok, Twitch, and YouTube - is one of many streamers who benefited.

I typically livestream on all three at once, depending on what I'm playing that day.

Creators had long been clamoring for Twitch to allow multicasting so they could drive audiences from platforms with less robust monetization but easier growth opportunities, like TikTok or YouTube. 

Twitch is known to be a decent place to monetize, but an extremely difficult place to grow. Multicasting, in theory, will help.

Betty sees two (2) other big benefits:

  1. Less stress

It's easier schedule-wise, because at one point, I would stream on Twitch maybe two to three days per week, and then I would try to fit in one or two YouTube streams.

  1. More revenue

I don't have to worry about where I’m going to fit a YouTube stream into my schedule so that I can make sure I can earn some money from the other platforms.

All of Betty’s revenue comes from her three streaming platforms - Twitch, YouTube, and TikTok. Here’s how they break down:

  • Twitch - The primary revenue driver for Twitch is paid subscriptions from fans. Though this is her #2 platform by audience, it’s #1 by revenue.

I think Twitch is more community-based…I've built the audience to where a lot of people will watch me for whatever I play, while on YouTube, I don't really have that community like I do on Twitch.

  • YouTube - YouTube’s revenue mostly comes from ads. Though her audience on YouTube is ~3x less than Twitch and ~4x less than TikTok, she makes half as much revenue as on Twitch and ~3x more than on TikTok.

YouTube's ads are more lucrative…I think the split is higher on YouTube…But at the same time, I'm not sure because with YouTube, how many people I get in a stream really depends on what I'm streaming that day. 

I received a lot of viewership when I was playing a certain game, called Texas Chainsaw Massacre. Since I stopped playing that game, and I started playing other games, my viewership is not as high, so my revenue from those livestreams are not as high compared to when I was playing that one game.

  • TikTok - Live gaming Creators make money on TikTok through their version of tipping - by audience members gifting them “Diamonds”. Betty’s TikTok audience is ~54% bigger than her Twitch audience, but generates only 10% of her revenue.

I think every Diamond is maybe half a cent…TikTok pushes the Diamonds a lot. They even have different events every couple of weeks where they have a contest to see how many Diamonds you can get, and if you get to a certain amount, they will gift you an additional amount of Diamonds. That's nice, but it's more helpful for people with really really large audiences than a smaller Creator like me.

The Stack

Website - Squarespace

Betty previously used Wordpress, but switched to Squarespace.

It's easier for me to go in and edit things than for me to try to figure out coding and why something would break. I would have to contact a friend who knows how to code, so it's just easier for me to manage myself.

Merch - Printful

Someone used it in the past that I knew personally, and I just decided to check them out again because they're also in Charlotte, which is where I live.

Link in Bio - Beacons

I was working with an agency who got me a membership where they paid for it. So I don't pay for it, but I get all of the features for the paid version.

Community - Discord

I guess Discord is more of a gamer thing than anything. It's easier for me to have everyone just come into Discord because most of the community has a Discord account, and if I want to play certain games or I want to do a community night, everyone's already in there. 

Affiliates - Amazon

It's convenient and a lot of people use Amazon already. 

I buy most of my equipment there, and I was trying to find cheaper outfits for workouts. It was one of the places that I saw a lot of people use for their fitness outfits, so I did the same thing and bought outfits and said, “Well, this is good for the gym, and here's my link if you want to purchase it.”

Project Management - Notion

It's easy for me to customize it. I use Notion because I've asked a bunch of people, like, “What do you use to keep track of everything that you have going on?”

Video Production - Two PCs + Two Sony DSLR cameras (one for streaming, one for beauty / pictures) + Rode Mic and Mixer + Elgato Mic Arm + Two Elgato Stream Decks + OBS + TikTok + CapCut + Adobe Premiere

Video Distribution - Direct to platform

Betty was using the software Later for post-scheduling, but stopped and started uploading direct to platform. Why?

I wasn't scheduling my content out. I would just post it myself…I would schedule it to go out and then I would still have to go in and press send to post it. It was useless because I wanted it to just post automatically, but you have to have a certain type of account in order for it to post it automatically. And I just didn't want to change it over.

Operations - Editor

Representation - Nani? Talent

On how she signed with Nani?:

Nani? reached out to me while I was with my previous agency. Once I left, I reached back out to them and said that I wanted to work with them. I think this is going on my second year with Nani? and they're really helpful. 

On the value they provide:

They help a lot with finding brands that I would never think to work with. For example, I'm planning to work with a supplement brand, which would not be one that I would think to reach out to on my own. I'm trying to get a long-term sponsorship or brand deal, and they help with handling all of that.

Relevant Previous Interviews

LinkedIn Roundup

I write about the Creator Economy on LinkedIn through the lens of my 15 years as a Creator, agent, manager, marketer, producer, and executive at companies like Patreon, Wheelhouse, and WME.

Here are a few highlights from the last week!

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Written by Avi Gandhi, edited by Melody Song,
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