Gotta gift ’em all? Twitch’s experimental feature gives Subscriptions to everyone.

Twitch viewers can support their favorite streamers by buying Subscriptions for themselves or gifting those units to others. Now, an ongoing experiment is supercharging that revenue stream. The feature is called Gift ‘Em All, and as its name implies, it delivers Subscriptions to all of a stream’s active viewers at the same time.

Users who choose to Gift ‘Em All will “purchase a gift sub for every eligible follower currently watching a channel,” according to a Twitch help page. The platform defines “eligible followers” as viewers who are not currently subscribed to the gifted account. Twitch also noted that lag or latency issues could affect the timing of those gifts, especially during the feature’s experimental phase

Twitch’s Subscriptions are a vital revenue stream for both streamers and the platform itself. To ensure that Gifted Subscriptions account for a significant portion of those earnings, Twitch makes them easy to buy. They can be sent to specific users or distributed among community members, and they can even be purchased through Chat. Gift ‘Em All adds another option for the most generous and deep-pocketed fans.

Other platforms have recognized the value of Subscriptions and have developed their own takes on Twitch’s signature form of monetization. As Subscriptions become ubiquitous across social media, they are proving particularly advantageous for creators who can deliver must-see streams. Those moments can result in flurries of gifted Subscriptions.

TikTok, for example, has built a live ecosystem in which streamers reportedly generate $10 million of revenue each day. “TikTok Live viewers are buying enough virtual gifts to pay 60,000 creators a part-time salary,” tech analyst Matt Navarra wrote on Threads last December.

Some streams now attract millions of live viewers, but raw traffic isn’t everything. Twitch’s leaders understand that hype-worthy content adds a vital layer of engagement. That’s why the Amazon-owned hub has dabbled in TikTok-style content, and with Gift ‘Em All, it has concocted a mechanism that effectively monetizes those highlight-reel moments. For now, Gift ‘Em All is only available on desktops across “a small number of channels and users,” but if the feature proves popular, expect an expanded rollout in the future.