So far, there has only been a general labeling of adult content on Twitch. This is changing with a new regulation that explicitly targets ASMR and HotTub streams.
What content is involved? In 2021, a new meta developed on Twitch: Under the term ASMR, “Earlicking Streams” were offered, mainly featuring female streamers licking their microphones. Among the front runners was Kaitlyn “Amouranth” Siragusa.
While the streamer earned millions with this, she also faced a ban or two:
What is changing now? Twitch introduced new regulations on June 20 that specifically address ASMR and HotTub streams. If content creators do not comply, the platform threatens to take action itself.
The whole thing is meant for relaxation and can even help with falling asleep, which is why ASMR content is popular on platforms like YouTube, TikTok, and Twitch. ASMR creators typically speak in a calm, whispering voice or create acoustic effects with various materials and movements at the microphone. One of the most popular ASMR videos on YouTube features an ear cleaning with 23 million views.
Twitch specifically targets ASMR and HotTub streams
What do the new regulations look like? Twitch introduced new content classifications on June 20, replacing the previous general labeling of adult content. This should make it easier for viewers to decide which content they really want to see.
These contents must be labeled: In a blog post, Twitch published a list of contents that, in their eyes, are directed at adults:
- Adult games
- Sexual themes
- Drugs, alcohol consumption, or excessive tobacco use
- Drastic depictions of violence
- Significant obscene or vulgar language
- Gambling
How do the ASMR streams come into play? The blog entry also includes an FAQ that explains more precisely which content falls under the respective labels.
For example, occasional cursing in a horror game due to a shock moment should not fall under “significant obscene or vulgar language”. If a streamer smokes, it does not necessarily need to be labeled unless the person consciously draws attention to it or prompts viewers.
Under “sexual themes”, according to Twitch:
- Detailed conversations about sexual topics or experiences that do not serve education or enlightenment
- Content or actions likely leading to chats being suitable only for adults
- Content that aims to draw attention to a person’s buttocks, groin area, or breasts for an extended time
- Longer or repeated kissing of a person or object
On the last point, Twitch explicitly mentions that this also includes kissing or licking a microphone. Furthermore, it states:
Many ASMR contents are, for example, focused on mindfulness and are not sexual. However, kissing or licking a microphone falls into the category of “sexual themes”. Additionally, many hot tub streams aim to draw attention to body parts such as a person’s buttocks, groin area, or breasts. Such streams must therefore be labeled accordingly.
Twitch intends to intervene in case of violations
Why is this interesting? The sexual nature of these specific ASMR and HotTub contents has been an unspoken truth until now. Somehow everyone knew it, and critics have not tired of expressing outrage that there is no place for such things on the original gaming site Twitch.
But it hasn’t been fully acknowledged until now.
For example, Asmongold welcomes in a recent stream that Twitch has now established clear conditions. He says that certain sexual practices are simulated and everyone knows it. He points to the ASMR category on Twitch: “They all kiss and lick a microphone, and they are all hot women.”
The MMORPG streamer clarifies, however, that he is not complaining; it is just what it is. The corresponding clip can be found here.
But not everyone saw it as casually as Asmongold. In a 5-day-old Reddit thread, the sexualization of the ASMR category is lamented. It states that many use it just to get rich quickly or gain reach (via Reddit).
For these viewers, the new classifications could help them filter out the ASMR streams they do not want to see.
What happens in case of violations? Should streamers fail to correctly label their content after July 20, 2023, Twitch is expected to send a warning via email.
For repeated violations, Twitch will then simply add a label to the streams, which will remain for days or weeks depending on the number of warnings received. However, a ban is not expected.
How Amouranth herself will be affected by the change remains to be seen. Because she has already made her old bathtub fit for the competition:
Twitch: After the biggest streamer, the biggest streamer also switches to the dubious rival Kick
