UC Berkeley’s new Twitch studio gives student-athletes a place to build their audiences

The University of California, Berkeley has introduced a new on-campus Twitch studio aimed at providing student-athletes with a platform to create content and build their audiences. The studio, launched on October 12, is the first of its kind from StreamU, a college athletics livestreaming network developed by NIL platform TheLinkU in collaboration with Twitch. UnlimitedIRL constructed the facility, while TheLinkU manages contracts, fund distribution, and reporting for the network.

Equipped with professional cameras, lighting, audio gear, and a multi-camera switcher, the studio offers athletes a professional setup for live streaming. Additional amenities include a PlayStation 5 gaming lounge and portable equipment for streaming around campus. Each athlete receives a personalized space to share their story and engage with fans through live broadcasts.

The initiative aligns with the NCAA's interim NIL policy, which permits athletes to earn income through sponsored content, endorsements, and promotional appearances. Notable examples of successful NIL utilization include Livvy Dunne, whose massive social media following led to brand partnerships, and Haley and Hanna Cavinder, who signed a multiyear deal with Under Armour.

StreamU's chief revenue officer, Landon Goesling, emphasizes the potential for college athletes to leverage their online presence for business opportunities, such as promoting rival team players during games. The studio's weekly programming consists of workouts, teammate challenges, gaming sessions, cooking contests, and campus tours.

As the program expands to other universities, including the University of Arkansas, Texas A&M University, Baylor University, and the University of Houston, it remains to be seen how content creation will intersect with athletes' existing commitments.