A new platform wants to turn streamers into stakeholders

Can a streaming platform instill loyalty in its community by providing creators with a share of the company? That’s what Noice is trying to do.

After launching its closed beta last year, Noice is opening to all creators in October 2024. The platform is available in the U.K. and E.U. nations, where it hopes to attract streamers who are interested in trying out an experimental monetization model.

Noice, which has picked up $27 million in funding thus far, does things a bit differently from established rivals like Twitch and Kick. As we discussed last year, the new platform offers a gamified structure that aims to reduce the amount of downtime on active broadcasts. As streamers prepare for their next match, viewers can play virtual “cards” to bet on specific outcomes. If they’re correct, they earn on-platform rewards.

As Noice comes out of its closed beta, it is revealing another potential perk for its community. By generating watch time and engaging with viewers, streamers can earn Partner Reward Units (PRUs) that can be cashed out if Noice is acquired or goes public.

Noice CEO Jussi Laakkonen sees PRUs as a vehicle for rewarding streamers who help their partner platforms build value. A press release notes that Twitch streamers didn’t get a cut of Amazon’s billion-dollar acquisition, despite their role in the platform’s growth.

“New ways to earn mean creators are already doubling their earnings on Noice,” Laakkonen said in a statement. “And offering creators a financial stake in the success of the platform means creators are true partners on Noice.”

PRUs have potential benefits for Noice as well. By incentivizing streamers to stick around and claim their eventual rewards, Laakkonen’s company is hoping to better retain any top-tier talent it attracts. In an era when platforms lure streamers with lucrative, exclusive contracts, Noice is giving its community members a reason to stay the course.

Monetization schemes that turn creators into stakeholders became common during the heyday of web3. Dozens of companies raised millions with the intent of minting creator tokens, which sometimes conveyed ownership stakes to the creators in question. The web3 industry has lost a lot of momentum lately, but Noice still sees value in the creator-as-stakeholder paradigm, so it is offering a version that doesn’t rely on creator tokens.

Will Noice’s unique model give it a leg up in a field that’s already quite crowded? European streamers who are interested in trying out the new platform can get more information by visiting the Noice website.