Twitch Introduces Content Classification Labels

Twitch

Twitch introduced Content Classification Labels, which are specific labels that streamers can add or remove during streams to indicate when their content features mature themes. These labels replace the Mature Content Toggle, which provided similar functionality.

Streamers can choose from labels such as Mature-Rated Games, Sexual Themes, Drugs, Intoxication, Excessive Tobacco Use, Violent and Graphic Depictions, Significant Profanity or Vulgarity, and Gambling. In some cases, labels will be automatically applied, such as when streamers play Entertainment Software Rating Board (ESRB) mature-rated video games. When labels are applied, viewers will be notified during the stream and will be required to confirm their age.

These labels do not indicate a change in Twitch's Community Guidelines but are intended to help protect younger viewers from inappropriate content. Streamers must apply the labels, and they are only required when mature content is prolonged, such as content lasting more than one minute.

According to Twitch, the labels will not impact a streamer's visibility, but they may help make content recommendations more personalized to viewers. The type of labels that streamers add can potentially impact their ad revenue, as advertisers will have more context to inform what type of content they want their ads to run alongside.

Content Classification Labels can help streamers highlight the type of content they may be streaming about, which can draw in communities who are interested in that type of content, as well as give viewers a warning so they can determine whether or not they want to consume that type of content. Content labeling has become a common practice across social media and other platforms, especially in regards to helping protect younger viewers. With the spontaneous nature of live streaming, content labels play an especially important role since there isn't the experience content review that published content typically undergoes.

Advertisers will benefit from this new feature because it provides them with more control over the type of content that they may show up with. Depending on specific brands, they may not want to run ads on streamers' channels that feature mature content. This will not only give advertisers more confidence that they are reaching relevant audiences but can protect their brands, which can encourage current Twitch advertisers to invest more, as well as bring new advertisers to the platform due to the enhanced brand safety and protection.