Can a platform built on gambling and controversy survive the scrutiny of global regulators?
Launched in 2022 as a high-revenue alternative to Twitch, Kick has rapidly become a major player in livestreaming. Yet, its meteoric rise is shadowed by persistent accusations of promoting predatory behavior, gambling, and violence, forcing the company to navigate a precarious path between rapid growth and intense legal pressure.
Founded in Australia in 2022, Kick was established by Kick Streaming Pty Ltd, a company owned by Easygo Entertainment. Its inception followed Twitch’s decision to ban certain gambling content, a move that created a vacuum for streamers who relied on such broadcasts. Kick’s business model is notably aggressive, offering creators 95% of their subscription revenue—a stark contrast to the 50% share typically associated with competitors like Twitch. Experts suggest this generosity is subsidized by the influx of new users to Stake, an online casino that shares ownership, headquarters, and executives with the streaming platform.
The platform’s growth has been fueled by high-profile signings, including a non-exclusive deal with streamer xQc valued between $70 million and $100 million. By Q3 2025, it was ranked as the fourth most-watched livestreaming platform globally. However, this expansion has been marked by significant controversy. Critics, including academics and former industry executives, have labeled the site a 'sham' and a 'playground for people to be degenerate,' citing a lack of transparency regarding its investors and a history of hosting content involving sexual assault, harassment, and violence.
The platform’s moderation policies have faced severe scrutiny, particularly following the death of a streamer in 2025 who had been subjected to months of documented abuse on the site. This incident prompted the French government to initiate legal action against Kick for alleged negligence and potential violations of the EU Digital Services Act. While Kick has introduced stricter gambling policies, such as requiring ID verification for gambling streams, and updated its guidelines to include better reporting tools, it remains at the center of a heated debate about the responsibility of digital platforms in policing content that prioritizes shock value and controversy to drive engagement.
Source: Kick (service)
