Twitch Gifted Sub Callouts: Gift Em All, Complete the Goal, Your Next Badge, Your Go-To-Gift

Twitch is testing a new series of Gifted Sub Callouts that sit in the Gift a Sub menu. Each prompt suggests a different amount and reason to gift subs to the channel.

1. Gift Em All: Encourages gifting a sub to every active unsubscribed viewer in chat. This can be as high as 1000 Gifted Subs. Creators have no influence over the amount, making it a feature better suited to smaller creators, for whom the financial cost may be easier to digest.
2. Complete the Goal: Encourages gifting the total subs needed to complete the sub goal (set by the streamer in their Stream Manager).
3. Your Next Badge: Encourages gifting the total subs needed to earn your next chat badge. Badges are earned at 1, 5, 10, 25, 50, up to 5000 Gifted.
4. Your Go-To-Gift: Encourages the viewer to gift the same number of subs they recently gifted.

Context:

The Gift Em All function was generally praised, but its usage is limited in larger channels (over 50 CCV), where the amount would be out of reach for the vast majority of viewers who want to support the stream. These different callouts target different psychological mechanisms and motivations for gifting subs: in numerical order above, Community Support, a Carrot on a Stick, a Personal Unlock, and a Repeat Purchase.

My Thoughts:

Twitch continues to focus on gifted subs as a primary driver of viewer spending on the platform. Practically every feature related to Subs in recent memory has been focused on encouraging viewers to gift more - even if they are not subscribed themselves (GIFs for Tier 2/3 being the only outlier). Gifted subs are great, but they are one-and-done... and that doesn't translate into long-term, sustainable income for creators. (Gifted Subs also do not contribute to the Plus Program, which, pessimistically, feels intentional in why they focus on it...) Alas, exploring these options is a good business move for the platform and, if successful, will also benefit creators.

• Gift Em All is a cool community feature, but it's often too costly to click.
• Complete The Goal is by far the best idea here; it leans on the streamer to set a Sub Goal and offer their own reward to the community for achieving it.
• Your Next Chat Badge is a throwaway idea - I rarely see people use their Gift Sub Badge in established channels, but maybe there's some value in the smaller channels (or initial gift sub badge amounts of 1- 10).
• Your Go-to-Gift is a good addition. If you're usually gifting 5 subs (as Twitch often incentivizes it via 35% off, Bonus Subs, etc.), then making it front and center is easier than having to find/type the amount each time.

All in all, creators should aim for Self-Paid subs as their primary goal for subscriptions and sustainable revenue, but these callouts aren't a bad idea. The only thing I'd be cautious about on Twitch's end is 'callout overload'... there's a LOT going on when you click the sub button: flashier callouts, drops, offers, buttons, colors, NEW!, etc. It's getting cluttered...