Mixer

About

Mixer was an online live-streaming site, similar to Twitch and YouTube, owned by Microsoft, where users can stream themselves playing games or live events online. In June 2020, Microsoft announced that the platform will be shut down.

History

On January 5th, 2016, Beam was launched as an online video streaming service based in Seattle. Originally, its model was different from competitors in that it was built around the idea of letting viewers interact with the streamer. Viewers would be able to help the player select weapon load-outs and choose what missions to take on. It debuted at TechCrunch Disrupt NY 2016 and won the Startup Battlefield competition.^[1]

Microsoft Acquisition

Several months later, on August 11th, Microsoft acquired Beam. Founder and CEO Matt Salsamendi said an email, "I’m really excited about Xbox’s focus on community. Beam is fundamentally built on a connected group of passionate individuals that love gaming, and Xbox is super in tune with that."

On May 25th, 2017, the company announced that they had renamed the site Mixer. They tweeted a video announcement of the name, receiving more than 1,200 likes and 650 retweets (shown below).

Welcome to the next gen of live game streaming. Join us at https://t.co/B4JmyQwcvK to celebrate. #mixer #mixerworks https://t.co/cWGDmGMQAI pic.twitter.com/r71Bj6otIh

— Mixer (@WatchMixer) May 25, 2017

In a follow-up tweet,^[2] Salsamendi explained the change. He wrote, "Transparency: We had to change the name because we couldn't use the Beam name globally."

Features

In many ways, Mixer is very similar to other streaming platforms like Twitch. Users can navigate through a series of different channels, categories and streamers to find what interests them. However, because of its relationship with Microsoft, the site is integrated with Xbox One.

Unlike other streaming services, the site offers many monetization features for creators. The Verge^[4] writes, "There are channel subscriptions (that are slightly higher priced at $7.99 for a Pro account, compared to Twitch’s basic $4.99), and a tipping-like tool called Embers. Embers are similar to Twitch’s Bits, which allow fans to essentially purchase digital emotes that they can then donate to their favorite streamers. Mixer also uses a site-wide currency called Sparks."

Highlights

Ninja and Shroud Exclusive Deals

On August 1st, 2019, video game streamer Tyler "Ninja" Blevins announced that he would be leaving the Mixer-competitor Twitch for an exclusive streaming contract on Mixer. The tweet announcing the change received more than 10 million views, 164,000 likes and 21,000 retweets in 24 hours (shown below).

The next chapter,https://t.co/lvn9KBjEYq pic.twitter.com/tljVgyM3bG

— Ninja (@Ninja) August 1, 2019

in a follow-up video, Ninja explained that the change would help "get back to [his] streaming roots." The tweet received more than 3 million views, 38,000 likes and 2,700 retweets (shown below).

A little more! pic.twitter.com/SMQEygjNiE

— Ninja (@Ninja) August 1, 2019

On October 24th, 2019, streamer and former professional CS:GO player Shroud announced a move to the platform, accumulating over 340,000 followers within 24 hours.

Same shroud. New home.https://t.co/eZV2GBBSsY pic.twitter.com/AHaajkjees

— Michael Grzesiek (@shroud) October 24, 2019

Shutdown

On June 22nd, 2020, Microsoft announced^[5][6] the upcoming shut down of the platform, also announcing a partnership with Facebook Gaming, with former Mixer streamers with Partners status being offered a Partner status on Facebook Gaming.

Most prominent Mixer streamers Ninja^[7] and Shroud^[8] did not immediately reveal to which streaming where they will be moving.

Traffic

As of June 11, 2018, Mixer was had more than 20 million viewership just two years since its inception. This is thanks in part to Xbox One's streaming features and the site serving as a refuge for people who have been banned from Twitch or YouTube.^[3]

Search Interest

External References