Why is Elon Musk’s X (Twitter) Suing Twitch?

Why is Elon Musk’s X (Twitter) Suing Twitch?

As a seasoned gamer who has seen countless battles unfold between digital titans, I can’t help but draw parallels between these epic encounters and the current tussle between Elon Musk’s X (Twitter) and Twitch. The gaming world is no stranger to corporate feuds, with companies often locking horns over market share or turf wars. However, the latest accusations levied by Twitter against Twitch feel like a whole new level of drama, even for us gamers.


Under Elon Musk’s leadership, the company once known as Twitter (now referred to as X) remains embroiled in one dispute after another. Recently, it has taken legal action against Twitch. This lawsuit is said to be a part of X’s ongoing legal struggles with rival companies concerning their advertising issues. Consequently, people are intrigued to learn more about the clash between these two powerful internet entities.

In this text, we’ll discuss the latest claims made by Elon Musk about Twitch, as presented on his Twitter account.

Elon Musk’s X sues Twitch over advertisers

The trouble began back in August 2024, when X accused members of the former Global Alliance of Responsible Media (GARM), alleging that they were secretly collaborating to interfere with the ad flow of a popular social media platform.

As a gamer, I recently stumbled upon some buzz about Elon Musk’s X accusing certain participants of GARM (Game Advertising Marketplace) for colluding to “pocket billions in advertising revenue collectively.” Intriguingly, Twitch, the popular Amazon-owned gaming platform, has now been added to this list. On Monday, this California-based organization officially named Twitch as a defendant in their ongoing legal battle.

Based on Business Insider’s report, the conflict between Twitter and Twitch arises due to Twitch ceasing ad purchases on Elon Musk’s owned platform. Additionally, Twitch allegedly has spent very little on advertising elsewhere since November 2022. This lack of investment in advertising has reportedly caused a substantial drop in X’s ad revenue, leading them to file a lawsuit against Twitch, along with several other corporations.

18 members of GARM (Global Alliance for Responsible Media) are part of this lawsuit, including Mars, Ørsted, CVS Health, and others. Previously, Unilever was also listed, but they reportedly reached an out-of-court settlement with Elon Musk’s X, leading to Unilever being removed as a defendant from the suit in October 2024.

Due to a legal dispute, the Global Alliance for Responsible Media (GARM), established by the World Federation of Advertisers (WFA) to tackle issues such as brand safety and hate speech, had to shut down earlier this year. The WFA, who are yet to address the accusations made by X, explained GARM’s sudden closure by pointing out their diminished resources following the lawsuit.

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2024-11-20 14:40