![]() ![]() ![]() These streamers start from a higher established base viewership, and see increased numbers for the duration of the trend before returning to their pre-trend audience size. The first are established streamers using the trend as a way of ingratiating a new audience, gaining temporary additional traction from an expanded viewership that is intrigued by the overall concept but likely won't stick around. Chief among the parallels here is the observation that there are two distinct wings of creators who approach Hot Tub streaming as part of the in-group. Regardless of content type, there are certain universal truths to how Twitch works. This an important takeaway, as it indicates that behaviour formerly seen in Twitch’s dominant gaming pillar remains relevant when you remove that vertical from the equation. The numbers involved in channel growth around the Hot Tub Meta exemplify similar patterns as observed in other Twitch trends. What does the Hot Tub Meta tell us about the Twitch creator ecosystem? However, it makes a great test-case for studying the ways in which innovation can breed views from controversy. Realistically, the long term effects of the Hot Tub Meta will likely be limited. Creators will always head to the source of views on Twitch and YouTube, and in the words of storied pro-wrestling promoter Eric Bischoff, “controversy creates cash”. Videos by penguinz0 (1.3m Views), xQc (356k views) and Asmongold (466k views) have propelled the trend to new heights. With perceived sexuality at the centre of the controversy, many streamers have also provided commentary content. What can be observed with certainty is that a lowkey loophole was identified and creatively exploited, and that the close-knit culture of the Twitch community led to word of the opportunity spreading quickly. So far Twitch has largely held back from taking action against involved channels, with only a select few having had advertising pulled. One potential spanner in the works for these channels is the rule around 'Sexually suggestive content'. The result of this is that when a streamer sits in an inflatable hot tub or other swimming pool whilst wearing a bathing suit, they fully comply with Twitch's Terms of Service under the contextual exception. This delicately allows streamers to bypass Twitch’s rule around ‘Sexually Suggestive Content’, previously used to hand ban streamers deemed to be engaging in ‘Fetishizing behavior or activity, such as focusing on body parts for sexual gratification’. 'The Hot Tub Meta' started with a loophole in Twitch's Terms of Service, that allows content creators to stream in a swimsuit or other swimming attire where it is contextually appropriate. ![]() But perhaps more interestingly, it has also brought to light the fundamental paradox of Twitch as both a force for social cohesion and a place that thrives on subverting the social order for views. The rise of these two distinct content types has caused some to begin questioning the morality of Twitch as a platform. The gambling machines have carefully calculated odds which are masked with clever ‘near misses’ and flashing lights, and always imply a big monetary win is just around the corner. This has occurred alongside a notable increase in the number of streamers spending inordinate amounts of money on slots streams, a category on Twitch dedicated to people playing an online version of ‘slot’ machines - also known as fruit machines in the UK, where they are a mainstay of pubs across the country. On the leading live streaming platform, Twitch, 2021 has seen the rapid growth of what has been curiously dubbed the 'Hot Tub Meta'. ![]()
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