Twitch

Twitch CPO: Creators, Not Gatekeepers, Drive Creativity

Mike Minton, Twitch’s chief product officer, argues that the future of creativity and brand advertising is creator‑centric rather than agency‑ or gatekeeper‑led. He says Twitch is organized around communities rather than continuous-scroll feeds, which influences its approach to safety, advertising and creator discovery. Brands are increasingly trusting creators for creative ideas and scaling campaigns by working with many smaller creators as well as major stars. Twitch leverages creator monetization tools (subscriptions, Bits, Gifts), a sponsorship platform and its place inside Amazon to combine creator-driven engagement with first‑party data, targeting and measurement via Amazon Ads. Minton highlights examples including Kai Cenat’s Streamer University, Ibai Llanos’s boxing events, and Twitch’s Creator Cast partnership with the NBA as evidence of creators becoming mainstream entertainment properties.

Prime Video's The Way Out Returns with Format Changes

Prime Video will launch the second season of its escape-room show The Way Out on July 31, 2026. The season comprises six new episodes released weekly in double bills. Producers and Prime say the format has been tightened: the studio segment has been dropped so episodes go straight into the escape-room worlds, sets are more elaborate, and the competition now features three duos competing per round (the two best duos advance to a final escape room). Hosts Julien Bam and Joon Kim return. The series was developed by Roses Are Blue under Matthias Coppens and is produced in Germany by Roses Are Blue GmbH with Ina Balint-Eck and Oliver Fuchs as executive producers. Prime Video has not yet disclosed the full cast, saying it will include high-reach creators from YouTube, Twitch and Instagram.

ZDF's Harald Lesch to Host Live Twitch Stream on Big Bang

ZDF announced that Harald Lesch, the broadcaster's science expert and astrophysicist, will make his Twitch debut with a live stream focused on theories around the Big Bang. The stream, scheduled for Wednesday at 18:00 on ZDF's Twitch channel, will include interactive discussion and audience Q&A and features astrophysicist Jana Steuer as a co-discussant. The livestream ties into the recent Terra X episode in which Lesch explored the origins of the universe; that episode aired on ZDF in late May and remains available on ZDF's streaming portal. ZDF says the move is intended to expand its science offering by creating a live, real-time discussion space on a social streaming platform.