Musicians on Twitch: Creativity, Challenges, and the Reality Behind Live Streaming unpacks the untold stories of musicians who have turned to Twitch as a platform to share their art, engage with audiences and seek financial stability. While on the surface Twitch appears as a hub for creativity and innovation, this book reveals a dichotomous reality where opportunities and challenges are in constant tension.
Through interviews with this new breed of ‘musician-streamers’ and extensive observation of their mediated, online lives, this book explores what it takes to succeed – or simply survive – on a platform originally built for gaming but now home to a vibrant music community.
The journey begins by examining Twitch’s evolution from a gaming-centric site to a space where live music performances have gained traction. Whether driven by creative freedom, financial aspirations or a desire to connect with global audiences, this book examines who these musicians are and what draws them to the platform. Throughout this chapter, key concepts and terms are introduced to provide readers with a clear and accessible framework for understanding and analysing the evolving landscape of online live music.
Building on the exploration of Twitch as a platform for creativity and opportunity, this book also sheds light on the difficult realities faced by musicians on the platform. Beneath Twitch’s innovative and appealing surface lies a stark and often challenging environment. From the ‘happy-few-take-all’ dynamic, where only a small elite garners the majority of audience attention and earnings, to the gamified, attention-driven ecosystem that creates relentless pressure to remain ‘always on’, many musicians are flirting with their breaking point. These challenges are even more pronounced for female streamers and those from minority groups, who often contend with persistent harassment, amplifying the psychological toll in an already demanding, high-pressure environment.
Musicians on Twitch provides a nuanced, unfiltered, at times brutal, exploration of Twitch’s promises and pitfalls for musicians. It is an important read for anyone curious about the intersection of music, technology and creative labour, and what it really means to be a musician today.

Arthur Ehlinger is a postdoctoral researcher at CREATe, University of Glasgow, whose work investigates how digitalisation affects the creative industries.

Anthem Impact in Music Business, Technology and Culture