New Viewing Experience on Twitch: Is the Future of Game Streaming Vertical Scrolling? A Thorough Analysis of Twitch's New UI

1. Is the "Horizontal Twitch" the Beginning of the End?

Amazon's live streaming platform, Twitch, has finally begun internal alpha testing for Vertical Livestreams. This was reported by TechCrunch on July 17, sparked by the analysis company AppSensa discovering strings like "vertical_theater_mode" in the latest build of the mobile app. Currently, it is an extremely small-scale test limited to "a few channels," with plans to gradually expand the number over the summer.TechCrunch

At the TwitchCon Rotterdam keynote in May this year, Twitch had already announced "vertical viewing mode optimized for mobile viewing and dual-format streaming." According to the management, simultaneous vertical and horizontal streaming will create an environment where both desktop and mobile users can enjoy without "tilting their heads."Twitch Blog

2. The "Last Follower" in the Shift to TikTok + YouTube Shorts

The short vertical market has been a stronghold built by TikTok since 2020, followed by YouTube Shorts and Instagram Reels. Until now, horizontal screens were the norm for live streaming, but in April this year, TikTok Live surpassed Twitch in viewing time, according to an analysis by Tubefilter.Tubefilter

Turning away from this trend would leave one behind in the "vertical scroll fatigue" of the younger generation. It is inevitable that Twitch, as the "last follower," has embarked on this path.

3. Details of Implementation—What is "Vertical Theater Mode"?

According to AppSensa's analysis, when streaming vertically, a UI layout called Vertical Theater Mode is applied. The streaming video stretches to the center of the screen, and the chat box is displayed as a transparent overlay. An educational dialog saying "Vertical video is here" appears on the first access, guiding users that they can "return to classic view at any time." Separate flows for camera and microphone permissions are also prepared for vertical use.Beebom

For streamers, a 2K (1440p) resolution option is also being tested simultaneously, anticipating the demand for high-definition vertical videos for smartphones. However, there are many challenges, such as bitrate limitations and OBS preset adjustments, and revisions to creator guidelines will be necessary before the official release.

4. Mixed Reactions on Social Media

The alpha version is limited to a very small number of partner slots, but opinions are already emerging on forums and X (formerly Twitter).

• "The chat takes up half the screen, making it hard to see."
  — A lament about the theater mode changes on Reddit /r/Twitch.Reddit

• "No need to tilt your head anymore! Mobile users rejoice."
  — Welcome tweets from IRL streamers focusing on mobile streaming (multiple).

• "It would be helpful if we could complete everything within Twitch before sending clips to TikTok."
  — Small-scale streamers hoping to reduce the workload of clipping.

• "Doing it simultaneously with horizontal streaming breaks the composition. It's an OBS profile nightmare."
  — An e-sports commentator.

Overall, the structure of viewers = favorable, streamers = cautious is becoming apparent.

5. Competitive Comparison and Business Impact

Verticalization is not just a UI change, but also implies a redesign of ad inventory and recommendation algorithms. TikTok and Shorts have exploded revenue with AI-based "auto-feed insertion" ads. Twitch is also exploring unskippable pre-rolls and tap-to-gift monetization inserted into vertical feeds, and API changes are likely to be announced around the Twitch Developer Day in September.

For streamers, the new cost of simultaneous vertical and horizontal streaming = multi-layout production arises, while benefits such as improved discoverability → faster follower acquisition can also be expected. The key will be whether the "Shorts-to-main content flow" model proven on YouTube can be replicated in the live streaming world.

6. Challenges in Technical and Production Workflows

In the current OBS, switching the Canvas from 16:9 to 9:16 causes some plugins to not work, necessitating the use of multiple profiles. Furthermore, scene transitions create inconsistencies between vertical and horizontal, requiring streamers to manage camera frames and animations in duplicate. There are rumors that Twitch will officially provide "synchronized vertical and horizontal layout presets," but details have not been announced.

Additionally, from the perspective of connection speed, simultaneous vertical and horizontal streaming while maintaining the same bitrate can result in total data volume increasing by more than 1.5 times. For local creators, securing bandwidth will become a new bottleneck.

7. Global and Regional Strategies

In the U.S., where the fate of the TikTok Ban bill is uncertain, gaming communities are searching for the next means of expression. Meanwhile, in India and the EU region, local apps are emerging to fill the void left by TikTok, and if Twitch aims to penetrate these markets with vertical streaming, early localization is essential. There are also leaks that an announcement of a revenue share revision (50→55%) will be made around the same time, marking the climax of the battle to secure creators.

8. Future Timeline Predictions

9. Summary and Outlook

Vertical live streaming is a stepping stone to meet the "one-handed viewing" needs of the mobile-native generation while revamping Twitch's advertising and revenue structure. However, the production burden and bandwidth load on creators are significant. The success of the vertical shift will largely depend on how well Twitch can provide template tools and AI assistance.

However, judging by the reaction of the user community, the simple equation of "vertical = justice" does not hold. Balancing smartphone optimization and desktop experience—whether the platform can chase these two rabbits will determine its fate.