Kick Hits 100M Users But Co-Founder Admits Major Problems

Dr. Annelies De Vos · 2026-04-10

Reaching 100 million users is the kind of milestone that makes most tech companies throw a massive party. But Kick's co-founder, Bijan Tehrani, did something pretty unusual. Instead of just celebrating, he got real about the platform's struggles. In a public letter, he admitted they're not where they need to be, calling the user count "vanity" without a solid foundation. It's a refreshing dose of honesty you don't see every day. Most execs would just pop the champagne and talk about growth. Tehrani did the opposite, pulling back the curtain on the messy work happening behind the scenes. ### A Rushed Launch and Years of Fixes Tehrani explained that Kick rushed to market. They launched with what he called "weak plumbing, purchase tech, and lacked dependable streaming." For three years, they've been playing catch-up, trying to fix the core issues they shipped with. That's why they've kept the 'beta' tag on their logo this whole time—a constant reminder that the work isn't finished. The platform started as a free-speech alternative to Twitch, gaining traction especially after Twitch banned unregulated gambling content in late 2022. That move sent big-name streamers like xQc and Trainwreckstv looking for a new home, and many landed on Kick. With nearly $1 billion invested by its founders (who also started Stake), Kick had the cash to make waves. But money doesn't automatically build a great product.  ### The Mobile App Struggle and a Full Rebuild One of the biggest weak points? The mobile app. Tehrani pointed to it directly as an area needing major improvement. He revealed that a complete rebuild is now underway, and he's personally overseeing it to ensure a much better user experience. He even took a playful jab at Twitch's controversial July 2024 redesign, assuring users, "Don't worry, we aren't going to pull a Twitch here and fully TikTokify." The company's strategy with creators has also shifted dramatically.  ### Moving Away From Unsustainable Mega-Deals Remember those jaw-dropping contracts? Like the one with xQc in June 2023, reportedly worth up to $100 million? Tehrani admitted that while those deals generated buzz and short-term growth, they weren't financially sustainable. He also felt they diluted the platform's overall content quality. So, what's the new plan? The focus has moved away from splashy, expensive signings. Instead, Kick is pouring energy into improving its Partner Program economics. The goal is to better reward creators who have built genuine, engaged communities. This shift has meant cracking down hard on abuse. The company has: - Removed thousands of accounts from the partner program for using viewbots - Deleted tens of millions of fake spam accounts It's a cleanup operation to ensure authenticity matters most. ### The Future: Authentic Discovery and Careful Ads The next big step is a new recommendation feature, currently rolling out to about 10% of users. This system is designed to surface streamers based on real engagement—not inflated viewer numbers or staff picks. Kick's aim is to become the "best long-form streaming platform for authentic engagement and discovery." And what about advertising? It's starting to appear, but Tehrani says it won't be a primary revenue strategy. The team is wary of compromising the user experience with intrusive ads. They want to grow sustainably, not just quickly. So, hitting 100 million users is a big number. But for Kick's leadership, it's just a number. The real story is the hard, unglamorous work of building a platform that actually works well for everyone—creators and viewers alike. It's a long game, and they're finally being honest about how much farther they have to go.