I suspect that we're at end-stage capitalism, essentially every company feels they should be constantly making record profits and they think of predicted profits as granted, when they didn't reach predicted profits it was seen as losing money which in the CEO's eyes meant they needed to increase their income to make up for losses and the only way for companies that rely on user generated content for revenue was increased advertising which is the route youtube is currently going for the rest they had no way they could see to increase their income till elon decided to crash twitter with introducing the payed blue checkmark. What we saw when elon did that was a failing company but what twitch and reddit saw was an opportunity to not be blamed for following musks example, funnily enough though they fucked up on the attempt and everyone saw them as money grabbing