Twitch has announced the implementation of Content Classification Labels, addressing the need for better content specification within streams. This move replaces the previous Mature Content toggle and aims to provide streamers with a clear understanding of when streams should be labeled as mature. The new labels can be applied or removed at any point during a stream.
The labels will address six broad categories: Mature-Rated Games, Sexual Themes, Drugs, Intoxication or Excessive Tobacco Use, Violent and Graphic Depictions, Significant Profanity or Vulgarity, and Gambling. This change does not signify an alteration to the existing Twitch Community Guidelines but seeks to better clarify content requiring labeling.
The labeling of content is not aimed at penalizing streamers, but rather helps ensure transparency in content classification. Streamers who inaccurately label their streams will receive warnings via email, without facing suspensions. However, repetitive failure to correctly label content could result in the locking of specific labels on streamers’ channels for a certain period, depending on the frequency of prior warnings.
The content classification aims to facilitate better connections between streamers and viewers, aligning viewer preferences with appropriate content. Additionally, the labeling process helps safeguard younger viewers and provides advertisers with valuable information to target their advertisements effectively.
Streamers who occasionally use explicit language or consume tobacco or alcohol during streams may wonder if such behaviors necessitate specific labeling. The Significant Profanity or Vulgarity label would only apply if explicit language is excessively and persistently used throughout a stream, rather than occasional usage. Similarly, occasional consumption of tobacco or alcohol does not require the Drugs, Intoxication, or Excessive Tobacco Use label. However, if the consumption is prolonged or drawn attention to, the label would be required.
The “Sexual Themes” label includes activities such as sustained or recurring kissing of an individual or object, detailed discussions of sexual topics, or behaviors that would likely incite mature chat conversations. This would apply to many ASMR practices that involve kissing or licking a microphone and many Hot Tub streams designed to focus on certain body parts.
If labels are locked on a channel, streamers can find the duration of the lock by hovering over the label in the Content Classification field in the Stream Manager. Streamers can alter their selected Content Classification Labels at any point during a live stream, similarly to tags and streaming categories. Changes to the streamed game partway through a stream will also automatically update whether the Mature-Rated Game label is selected.
The content streamers choose could potentially impact their ad revenue. Brands will use the labels to align their ads with content that resonates with their brand values. The increased context provided by these labels could potentially attract new advertisers to Twitch, but some brands may choose not to run their ads alongside streams with specific labels.
The application of labels will not impact a channel’s discoverability. The labels will trigger an interstitial for viewers, informing them of the content types in the stream. Once consent is given, viewers can continue watching as usual. In the future, these labels may influence personalized viewer recommendations.
Currently, editors can change the Content Classification Labels on a stream, but moderators do not have this ability. This development marks a significant step in Twitch’s effort to provide a safer and more categorized streaming experience.
Source: Twitch Blog
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