Written by: Mila Schirmer | Release date: Apr 13, 2026 | Last Edited: Apr 13, 2026

Inside the $1 Billion Bet to Build a Real Streaming Giant

The live-streaming landscape has shifted dramatically over the past few years—and one of the most disruptive players is undoubtedly KICK. In just three years, the platform has surged to over 100 million users, backed by a staggering $1 billion investment. But behind this rapid growth lies a more complex story of calculated risks, technical challenges, and a long-term vision that is only now beginning to fully take shape.

In a candid and reflective post, Bijan Tehrani, co-founder of EasyGo, offered rare insight into the platform’s journey—from its rushed beginnings to its next phase as a mature, competitive streaming ecosystem.

A Strategic Rush to Market

From the outset, KICK wasn’t built slowly or cautiously—it was launched with urgency. According to Tehrani, this was a deliberate move. Market conditions, including tightening restrictions on gambling-related content on Twitch, created a narrow window of opportunity. KICK’s leadership recognized this shift and acted quickly to position themselves as a viable alternative.

Rather than waiting to perfect the product, the team prioritized speed. This “move fast” strategy allowed KICK to capture early momentum, onboard creators, and establish brand visibility before competitors could react.

Building on an Imperfect Foundation

However, that speed came at a cost. KICK was initially built on a fragile technical foundation. The platform relied on acquired technologies, had limited infrastructure, and lacked deep expertise in streaming systems.

This meant early users and creators often encountered performance issues, inconsistent features, and an overall product that felt unfinished. Yet, despite these shortcomings, the platform continued to grow—largely due to aggressive creator incentives and favorable revenue splits.

A Full Technical Transformation

Fast forward three years, and KICK is undergoing a major transformation. Tehrani revealed that a complete refactoring of the platform is nearly finished. This overhaul includes both backend systems and internal team capabilities.

The result? A much stronger and more scalable product foundation. The company has invested heavily in engineering talent, infrastructure, and long-term architecture—signaling a clear shift from rapid growth to sustainable development.

The Mobile App Problem

Despite these improvements, one major weakness remains: mobile.

KICK’s mobile app, while functional, suffers from poor user experience and design limitations. Tehrani openly acknowledged this, describing the app as “stable but weak.” In response, the company is taking a bold step—scrapping the current version and rebuilding it from scratch using a native approach.

This redesign aims to deliver a smoother, faster, and more intuitive experience for users, which is critical in a market where mobile consumption dominates.

Smarter Marketing Investments

Another major shift is happening in how KICK approaches marketing. In its early phase, the platform focused heavily on high-profile sponsorships and influencer deals—often spending aggressively to attract top creators.

Now, the company is becoming more disciplined. There is a growing emphasis on the economics of marketing—ensuring that partnerships deliver measurable returns and long-term value.

This transition reflects a broader maturation of the business, as KICK moves away from “growth at any cost” toward a more balanced and strategic approach.

Cracking Down on Fraud and Fake Users

With rapid growth comes risk—and KICK has faced its share of challenges related to fraud and fake accounts.

To address this, the platform has significantly strengthened its moderation systems. Thousands of creator accounts have been removed for fraudulent activity, and tens of millions of fake user accounts have been blocked.

This cleanup effort is crucial for maintaining platform integrity, improving advertiser trust, and ensuring that genuine creators are rewarded fairly.

A Fairer Recommendation System

One of the most important developments underway is KICK’s new recommendation algorithm.

Historically, many streaming platforms have struggled with discoverability, often favoring already popular creators. KICK aims to change that by building a system that prioritizes content quality and viewer engagement.

The new algorithm is already being tested on 10% of users and is specifically optimized for long-form content. If successful, it could level the playing field—giving smaller creators a real chance to grow based on merit rather than visibility alone.

Introducing Advertising—Carefully

Unlike many competitors, KICK has taken a cautious approach to advertising. Rather than flooding the platform with ads, the company is introducing them gradually.

The focus is on minimizing disruption to both viewers and creators. This means fewer intrusive ad formats and a strong emphasis on protecting streamer revenue.

It’s a delicate balance—but one that could become a competitive advantage if executed well.

Still in Beta—By Design

Perhaps one of the most surprising revelations is that KICK is still officially in beta mode.

Despite reaching 100 million users, the company has intentionally kept this label. According to Tehrani, this reflects a mindset of continuous improvement rather than a finished product.

Operating in “beta” allows the team to experiment, iterate quickly, and remain flexible as they refine the platform.

A $1 Billion Long-Term Bet

The scale of investment—approximately $1 billion—underscores just how serious KICK is about its future.

This isn’t a short-term play or a quick attempt to capitalize on trends. Instead, it’s a long-term bet on the evolution of live streaming as a dominant form of digital entertainment.

By investing heavily in infrastructure, talent, and product development, KICK is positioning itself to compete not just today, but for years to come.

From Market Capture to Product Excellence

In many ways, KICK’s journey can be divided into two distinct phases.

The first was all about capturing market share—moving quickly, spending aggressively, and attracting attention. The second phase, which is now underway, is focused on building a high-quality, sustainable product.

This transition is critical. While early success can be driven by incentives and hype, long-term success depends on user experience, trust, and innovation.

KICK appears to understand this shift—and is taking the necessary steps to evolve.

Final Thoughts

Reaching 100 million users in just three years is no small feat. But what makes KICK’s story particularly compelling is its willingness to acknowledge flaws and adapt.

From rebuilding its technical foundation to rethinking marketing strategies and improving moderation, the platform is clearly entering a new chapter.

If KICK can successfully execute its vision—especially around mobile experience, recommendations, and monetization—it has the potential to become a true powerhouse in the streaming industry.

The real test, however, lies ahead. Growth got KICK here. Now, execution will determine whether it stays.