Is Twitch’s DJ program too little, too late?

Earlier this month, Amazon-owned livestreaming giant Twitch unveiled its long-awaited DJ Program, set to launch in summer 2024. The initiative aims to provide a “safe, long-term home” for DJs — offering access to millions of songs from all three major labels and Merlin, as well as discoverability upgrades for DJ creators such as front-page recommendations and a new official DJ category.

With industry interest in superfans and criticism of dominant music streaming platforms at an all-time high, it's natural to root for a platform like Twitch that promises to empower artists and DJs to build more sustainable communities and careers outside of the status quo.

However, a closer examination reveals that Twitch's DJ Program might be a classic case of "too little, too late."

Unlock full access to our exclusive insights

You've reached insights that are exclusive to Water & Music members.

Join us today to gain full access to our extensive collection of in-depth research and analysis, and be part of the conversation that's driving the music industry forward.

Choose your plan:

  • Quarterly Membership — The ideal tier to get started with your journey into music and tech, refreshed every three months.
  • Annual Membership — Commit to a year of insights at a discounted rate.

We also offer academic discounts, and bulk memberships for teams of 5 or more. Learn more about our membership options here.

Already a member? Log in here.