Mixer finally bites the dust, Facebook still trying for some reason

Today Microsoft's streaming platform Mixer announced they will be shutting down as they partner with Facebook Gaming and move many of their streamers to Facebook.

The service will shutdown on July 22 and existing Mixer Partners will be granted partner status with Facebook Gaming, and any streamers using the Mixer monetization program will be granted eligibility for Facebook’s Level Up program. Mixer viewers with outstanding Ember balances, channel subscriptions, or Mixer Pro subscriptions will receive Xbox gift card credit.

Microsoft launched Mixer on January 5, 2016, as Beam but was renamed Mixer in May 2017. Since its launch it never quite got the numbers Microsoft was hoping for.

In 2019 Mixer signed a few big name streamers to their platform to stream there exclusively in hopes to bring more light to their service.

Mixer saw notable peaks when streamers like Ninja, Shroud and Gothalion signed deals with Mixer, but these peaks didn't last, and numbers dipped well below average for many of these streamers.

Now these streamers who were signed under contract have been given the ability to take a payout and stream on a platform of their choice. Numbers from various contracts were released showing that Ninja walked away with aprox. $30M while Shroud aprox. $10M.

With Mixer now shutting down they will partner with Facebook Gaming one of three major streaming platforms along with Twitch and Youtube. Some believe this is a move to continue to build support for the incoming Xcloud technology and that Microsoft saw better opportunity to push that through Facebook rather than the failing Mixer.

“We started pretty far behind, in terms of where Mixer’s monthly active viewers were compared to some of the big players out there,” says Phil Spencer, Microsoft’s head of gaming. “I think the Mixer community is really going to benefit from the broad audience that Facebook has through their properties, and the abilities to reach gamers in a very seamless way through the social platform Facebook has.”

Thoughts:

Personally I think Mixer was interesting, it had features that were fun for the watcher that allowed them to earn points and interact with the streamer in various ways (a feature that Twitch later added). But the numbers showed that no one wanted to use the platform even once big names like Ninja and Shroud joined the service.

Now for Facebook Gaming; a service I think is more useless than pre-peeled bananas in plastic containers.

Who are they targeting with Facebook gaming? Anyone under the age of 30 rarely uses Facebook and what is Twitch's average viewer age you ask? 21. Why would anyone want to stream to Facebook; an app for old people? Can you tell I don't like Facebook gaming?

But really what person are you getting to watch your stream on Facebook that you couldn't find 3 more to watch you on Twitch? Your Grandmother?

So the partnership with Microsoft is interesting as I think Facebook gaming is as much of a failure as Mixer.

Twitch is king in terms of streaming and viewership. They have had hiccups here and there but as no true competitor has proven themselves even after taking some of the biggest names off the platform in Ninja, Shroud and CourageJD (Youtube) they currently hold the crown.

That being said every king in history has been dethroned at some point. (Youtube awaits in the shadows dagger in hand) *hopefully*