In 2022, Expect More Cross-Platform Livestreaming from Creators on Long- and Short-Form Platforms

Gil Hirsch
Hirsch is the CEO and co-founder of StreamElements, the leading provider of engagement and monetization tools for live and Video on Demand (VOD) content creators. Prior to StreamElements, Hirsch was a product manager at Facebook, working on the new messenger, ads manager and ad targeting. Hirsch joined Facebook after they acquired Face.com in 2012, the leading face recognition AI company which he co-founded and for which he served as CEO.
In 2022, Expect More Cross-Platform Livestreaming from Creators on Long- and Short-Form Platforms
Photo by Stanley Li on Unsplash

TikTok’s short form videos are ideal for discovering new audiences. Meanwhile long-form platforms such as Twitch and YouTube are perfect for maintaining, engaging and growing a community of fans. The marriage of these elements will change the game for creators in the new year.


Take Twitch, for example: Its strength is that better-known creators can rapidly scale up. That’s because the platform’s discovery pages promote those with the most views, creating a flywheel effect where the more popular their content, the more they’re promoted, allowing them to rack up views and cement their popularity with their respective audiences.

TikTok, by contrast, provides smaller creators a better tool for becoming known. That’s because its feed-based, short-form model is powered primarily by looking at the audience's reaction to content, especially the viewer retention. As a result, there are far more opportunities for newcomers to blow up.

If you’re a creator looking to build an audience, it has become clear that embracing both of them is necessary to grow. In the coming year, TikTok creators who have had some success will migrate to Twitch or YouTube, where it's easier to build and maintain a community without having to compete with the world on a post-by-post basis. Streamers who have built their audiences on Twitch and YouTube will also move to short-form sites like TikTok to continue to grow their audience and bulletproof their personal brand.

The reason this dual platform approach is just starting to gain traction is because TikTok is still very nascent. It then got a huge boost during the pandemic and recently soared to over 1 billion users, elevating its status as a primary destination for the current generation. The key to success for any creator is to be where the audiences are and right now Twitch, YouTube and TikTok are where video consumption is happening.

Leveraging both types of video services will become crucial for creators looking to optimize their success, so expect to see it become the norm in 2022.

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Office Hours: Former Lawyer Turned CEO Diankha Linear on Cultivating Community

Spencer Rascoff

Spencer Rascoff serves as executive chairman of dot.LA. He is an entrepreneur and company leader who co-founded Zillow, Hotwire, dot.LA, Pacaso and Supernova, and who served as Zillow's CEO for a decade. During Spencer's time as CEO, Zillow won dozens of "best places to work" awards as it grew to over 4,500 employees, $3 billion in revenue, and $10 billion in market capitalization. Prior to Zillow, Spencer co-founded and was VP Corporate Development of Hotwire, which was sold to Expedia for $685 million in 2003. Through his startup studio and venture capital firm, 75 & Sunny, Spencer is an active angel investor in over 100 companies and is incubating several more.

​Diankha Linear
Diankha Linear

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Decerry Donato

Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

LA Tech ‘Moves’: Dreamscape, LinQuest and PetDX Gain New CEOs

“Moves,” our roundup of job changes in L.A. tech, is presented by Interchange.LA, dot.LA's recruiting and career platform connecting Southern California's most exciting companies with top tech talent. Create a free Interchange.LA profile here—and if you're looking for ways to supercharge your recruiting efforts, find out more about Interchange.LA's white-glove recruiting service by emailing Sharmineh O’Farrill Lewis (sharmineh@dot.la). Please send job changes and personnel moves to moves@dot.la.

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Decerry Donato

Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

This Week in ‘Raises’: ADARx Pharmaceuticals Lands $46M, PLAI Labs Scores $32M
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