Amazon Twitch Vs Star Amouranth

January 17, 2022

The stars of new media are creating a new twist on the Hollywood studio moguls fight to control the stars of the silver screen. Class Struggle in Hollywood, 1930-1950: Moguls, Mobsters, Stars, Reds, and Trade Unionists documents some of the power struggles. Yep, you can buy it from Amazon, the outfit which is one of moguls, mobsters, stars, reds, and trade unionists-type protagonists in the study by Gerald Horne.

The modern social media spin is that Amazon Twitch finds itself in an uncomfortable old school Hollywood moment. Its “audience” is manufacturing or spawning “stars.” Unlike the digitally inhibited book publishers, Amazon Twitch is now finding it more difficult to corral and manage the streamers. These individuals with fame blasting into orbit with unique insights and talent allow Amazon Twitch to sell ads. And those ads? Pre rolls demand attention before one knows if the Twitch creator is online, doing the BRB (be right back) pause, or just leaving the inflatable pool naked in the digital stream. The ad produces revenue and the person wanting to form a digital bond with the star gets annoyed. Even Amouranth haters have to endure ads in order to post angry emojis and often hostile comments in the starlet’s live stream.

Amouranth Calls for Twitch to Start Revealing Ban Reasons for Streamers” includes some interesting observations and statements, some attributed to the social media starlet Kaitlyn Siragusa aka Amouranth. (One of her talent is creating video hooks like chewing on a microphone whilst breathing and donning a swim suit and splashing in an inflatable kiddie pool. She is also pretty good at getting media attention and free publicity. Plus she allegedly owns a convenience store. Did you, gentle reader, when you were 29 years old?)

The write up includes this statement:

Amouranth has called for that to change, and soon ?— according to the Amazon platform’s top female streamer, Twitch must change their tune, start being clearer when it comes to explaining bans for suspended stars, and finally “accept accountability” for the site’s rules.

She is quoted in the write up as saying:

“They [Amazon Twitch] do it because they don’t want the accountability of telling you what you did wrong. They don’t want to be in charge of upholding their own policies.”

Before you scoff at her talent, consider the allegation: A large technology outfit which is believed by some to be a monopoly type operation wants the money, wants the control, and does not want to upfront about who gets punished and who does not.

If the assertion is accurate, the social media star’s “situation” could become a flywheel and bump into the flywheel inside the Amazon money machine. Think in terms of one Tour de France racer bumping into another racer’s machine.


Amouranth is a human, and the products which Amazon offers are not. Amazon’s services are not people to the bits and bytes either. But Amouranth, the talent, is a human, and the human can create some waves. In a phone chat with one of my research team, we identified these momentum enhancers:

  1. Amouranth can claim discrimination and take her objection to a legal eagle or — heaven help the US government — one of the committees investigating the behavior of the largely unfettered tech giants. Wow, Amouranth testifying and then doing the talking head circuit.
  2. Amouranth can enlist the support of other individuals who have allegedly been digitally and financial abused by the high school science club management methods in use at some of the other high-tech, “we do what we want” outfits. Are there unhappy YouTubers out there who would respond to a call for action from a fellow traveler.
  3. An outfit struggling for traction — maybe a BitBucket like set up? — could make a play for these stars and use their followers to kick a video streaming service into gear? What happens if a somewhat rudderless operation in the streaming business embraces Amouranth and pulls off a Joe Rogan-type of deal? Imagine having Amouranth on ESPN as a commentator for a sports event which pulls an audience so small it’s tough to measure? What about Amouranth on the Disney Channel? (Come on, Minnie. Join Amouranth in her inflatable pool. Let an Amazon accountant manage the money from the program’s ad revenue.)
  4. More interesting, Amouranth might become the first Twitch personality to become a social media Adam Carolla in an inflatable kiddie pool.

Net net: Amouranth may be a starlet-type problem for Amazon Twitch. If not managed in an astute manner, a disruption of considerable size could result and travel at the speed of social media. Ad hoc censorship may have a hefty price tag.

Stephen E Arnold, January 17, 2022


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