I think this is a really interesting topic. There’s a tension going with the guardrails between “platform” and “media company” in many different genres. The latest is in gaming.
Twitch has started running ads for their most popular streamer, Ninja’s, New Years Eve event. The problem is that these house ads are running across the entire platform. That means they’re running on other pretty big name content creators (notably people like @Dr. Disrespect).
This makes complete sense for Twitch the media company. Their objective is to get their content watched and promote the best stuff. Just like an HBO.
It makes a lot less sense for Twitch the platform, though. The mission there should probably be something like getting the right content in front of an interested audience.
We’ve seen this tension with just about every major platform from Facebook to YouTube. Massive platforms are just very well positioned to be media companies as well. We even saw this in the “old school” model with Comcast’s acquisition of NBC/Universal.
I mean imagine if Netflix had an enormous social graph of potential audience. How would they use it to promote content?
They would probably identify the heavy hitters and funnel just about everything to them. This is much easier to manage than supporting thousands of content creators all making niche content for different audiences.