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A subathon is a type of marathon fundraising event typically held on video game livestreaming platforms.

Background

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A monetization feature on the popular video game livestreaming service Twitch is the ability for users to purchase subscriptions ("subs") to channels, which allow the user to view that channel without advertising. Subscribers also receive badges that can be displayed next to their username in chat,[1] as well as access to channel-specific emotes that can be used across the service.[2][3] Due to its popularity, other competing livestreaming platforms have specifically emulated Twitch's subscriptions model, such as YouTube (which introduced a similar "channel memberships" feature in 2018 with similar perks, after having already introduced "super chats" as an equivalent to Twitch's "cheering" feature the previous year) and the now-defunct Mixer.[1][4][5]

Mechanics

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At the beginning of a subathon, a countdown clock begins with a specific amount of time, with the event concluding once time expires. If a viewer to the channel purchases a subscription or otherwise makes a donation to the channel, an allotment of additional time is added to the countdown.[6][7][8] As Twitch also allows viewers to purchase gift subscription in bulk that are randomly awarded to other viewers, "gift subs" can often lead to major spikes in the time remaining in a short period of time (to the point that some subathons may choose to place a cap on the number of gift subs that count towards the clock).[9][10] Some subathons are meant as charity events, with a portion of proceeds being donated after the conclusion of the event.[6][11][12]

The stream usually stays online for the entire duration of the event, usually being filled with variety content such as video gaming, challenges, and appearances by guests (such as the streamer's friends, or, in more prominent examples, celebrities).[13][14][6] In some cases, a subathon contains elements of lifecasting, with Ludwig's 2021 subathon sometimes featuring him cooking food, exercising in his garage, and at one point, showering (albeit wearing shorts).[6][14] Breaks (such as for sleep) are often covered with pre-recorded content.[15][16][17]

A variant of the event is a "reverse subathon", in which new subscriptions and donations subtract time from a clock instead of add time.[18]

Notable examples

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The format was popularized by Ludwig Ahgren, who held a 31-day subathon in 2021; at the conclusion of the event, Ludwig had amassed 282,191 subscriptions at the stream's end, becoming Twitch's most-subscribed channel and breaking a record for concurrent subscribers originally set by Ninja.[19][6][20][21]

The VTuber Ironmouse has held several notable subathons; the first held in February 2022 lasted 31 days, and concluded with Ironmouse becoming the most-subscribed to female streamer on Twitch.[22][23] A second subathon was held in 2023 in support of the Immune Deficiency Foundation (with half of all revenue from Twitch monetization and merchandise sales being donated).[24]

Kai Cenat would hold his first subathon Mafiathon in 2023, where he would overtake Ludwig with a record 306,621 subscribers.[25] During a third subathon in September 2024, Ironmouse set a new record for most concurrent subscribers, beating Kaia Cenat's prior record with 312,000 subscribers.[26] Kai Cenat would, in turn, break Ironmouse's record during Mafiathon 2 in November 2024, concluding with a record 728,535 subscribers.[27]

See also

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References

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  1. ^ a b Alexander, Julia (2018-06-21). "YouTube officially takes on Twitch with wider rollout of $5 channel memberships, badges and emotes". Polygon. Retrieved 2025-07-02.
  2. ^ Statt, Nick (August 20, 2018). "Twitch Prime members will lose ad-free viewing next month". The Verge. Archived from the original on August 20, 2018. Retrieved August 20, 2018.
  3. ^ Silberling, Amanda (2021-06-04). "Twitch introduces Animated Emotes for their 10th anniversary". TechCrunch. Retrieved 2025-07-02.
  4. ^ Garun, Natt (2017-01-12). "YouTube launches Super Chat, a tool that lets you pay to pin comments on live streams". The Verge. Retrieved 2025-07-02.
  5. ^ Stephen, Bijan (2019-10-30). "Mixer lowers its subscription price to better compete with Twitch". The Verge. Retrieved 2019-11-06.
  6. ^ a b c d e Miceli, Max (January 10, 2022). "What is a subathon on Twitch?". Dot Esports. Archived from the original on July 18, 2022. Retrieved August 4, 2022.
  7. ^ Miceli, Max (January 10, 2022). "What is a subathon on Twitch?". Dot Esports. Archived from the original on July 18, 2022. Retrieved August 4, 2022.
  8. ^ "Ludwig Ahgren breaks Twitch subscription record after 31-day stint". BBC News. April 14, 2021. Archived from the original on April 16, 2021. Retrieved August 4, 2022.
  9. ^ Williams, Demi (April 1, 2021). "Twitch streamer 'Ludwig' has been live for over two weeks". NME. Archived from the original on June 23, 2022. Retrieved August 4, 2022.
  10. ^ Morgan, Park (March 26, 2021). "The end of Ludwig's absurd 2-week Twitch stream may finally be in sight". PC Gamer. Archived from the original on August 12, 2022. Retrieved August 5, 2022.
  11. ^ Grayson, Nathan (April 20, 2022). "How a pink-haired anime girl became one of Twitch's biggest stars". Launcher (Washington Post). Archived from the original on May 20, 2022. Retrieved April 21, 2022.
  12. ^ "Ironmouse subathon reaffirms her status as pre-eminent female VTuber and Twitch star". streamscharts. July 4, 2023.
  13. ^ Morgan, Park (March 26, 2021). "The end of Ludwig's absurd 2-week Twitch stream may finally be in sight". PC Gamer. Archived from the original on August 12, 2022. Retrieved August 5, 2022.
  14. ^ a b Lorenz, Taylor (March 19, 2021). "The Endless Stream". The New York Times. ISSN 0362-4331. Archived from the original on April 13, 2021. Retrieved August 14, 2022.
  15. ^ "Ludwig Ahgren breaks Twitch subscription record after 31-day stint". BBC News. April 14, 2021. Archived from the original on April 16, 2021. Retrieved August 4, 2022.
  16. ^ Grayson, Nathan (March 17, 2021). "Twitch Star's 'Never-Ending' Stream Shows No Signs Of Stopping, Despite Need To Eat, Sleep". Kotaku. Archived from the original on August 4, 2022. Retrieved August 4, 2022.
  17. ^ Lorenz, Taylor (March 19, 2021). "The Endless Stream". The New York Times. ISSN 0362-4331. Archived from the original on April 13, 2021. Retrieved August 14, 2022.
  18. ^ Corliss, Cameron (2021-03-24). "Twitch Streamer Mizkif Is Running a Reverse Subathon". Game Rant. Retrieved 2025-07-02.
  19. ^ McLaughin, Declan (April 14, 2021). "Ludwig's historic 31-day subathon stream: final numbers". Upcomer. Retrieved 2022-09-30.
  20. ^ Stephen, Bijan (March 18, 2021). "A streamer is staying live for as long as people keep subscribing". The Verge. Archived from the original on September 20, 2022. Retrieved September 17, 2022.
  21. ^ Marsh, Peter (March 19, 2021). "Ludwig said he would stream every minute of his life as long as his audience paid for it. He's been going for days". ABC News. Archived from the original on September 20, 2022. Retrieved September 17, 2022.
  22. ^ Galloway, Ryan (February 16, 2022). "VTuber Ironmouse is now most subbed female Twitch star ever". Dot Esports. Archived from the original on April 21, 2022. Retrieved April 21, 2022.
  23. ^ Grayson, Nathan (April 20, 2022). "How a pink-haired anime girl became one of Twitch's biggest stars". Launcher (Washington Post). Archived from the original on May 20, 2022. Retrieved April 21, 2022.
  24. ^ "Ironmouse subathon reaffirms her status as pre-eminent female VTuber and Twitch star". streamscharts. July 4, 2023.
  25. ^ "Twitch Streamer Kai Cenat Breaks Platform's Subscription Record". Bloomberg.com. March 1, 2023. Archived from the original on March 1, 2023. Retrieved March 1, 2023.
  26. ^ Diaz, Ana (2024-09-30). "Ironmouse is now the most subscribed-to channel on Twitch ever". Polygon. Retrieved 2024-10-01.
  27. ^ Bennett, Jessica (2024-11-07). "Every Celebrity Guest On Kai Cenat's "Mafiathon 2" Livestream: Kodak Black, GloRilla And More". VIBE.com. Retrieved 2024-11-29.
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