How Twitch reclaimed developer hours and streamlined content across 15+ sites with CloudCannon
Cayvon Morady
Senior Technical Program Manager
Twitch
30M
daily active users
15+
marketing sites on CloudCannon
27
languages supported
With 30 million daily active users across 15+ marketing sites supporting 27 languages, Twitch transformed their content management from a developer-dependent bottleneck into a streamlined, autonomous system that scales with their global audience.
The challenge: developer dependency at scale
Twitch operates at massive scale with flagship events like TwitchCon that demand rapid content iteration. Yet their content management workflow created a critical bottleneck that threatened their ability to communicate effectively with their audience.
Before CloudCannon, Twitch's marketing sites sprawled across WordPress, Ruby on Rails, and Squarespace. This fragmented infrastructure created a cascade of problems. Every content update required developer involvement, with simple changes like updating speaker bios or adjusting event schedules triggering developer tickets and code deployments that took 2-3 days to complete. Urgent updates for last-minute speaker changes or venue updates at TwitchCon couldn't be communicated quickly enough to attendees, creating frustration and confusion.
Meanwhile, developers spent excessive time supporting content changes rather than building features, and the growing maintenance burden only compounded the problem. Marketing teams published blindly without preview capabilities, never quite sure how their content would appear live.
"We had developers constantly pulled into content updates instead of working on strategic initiatives," explains Twitch’s former Technical Marketing Director Sam Harnack, who first introduced CloudCannon to his team. "Our marketing team needed autonomy, and our developers needed their time back."
The solution: component-based static site architecture
Over the years Twitch has partnered with CloudCannon to rebuild parts of their content infrastructure, including Creator Camp, the streaming service’s advertising hub and legal documentation, and the homepage for TwitchCon — one of gaming's largest conventions with rotating locations and dynamic schedules.
In fact, as CloudCannon has grown, Twitch’s content teams have been able to grow alongside their CMS. With Bookshop, reusable components let teams build pages from approved and pre-designed elements; with the open-source static search tool Pagefind, Twitch sites can have high-performing search at no cost.
100%
PageSpeed scores
Modular
reusable page components
Seamless
Git integration for all users
Building with reusable components
Marketing teams across a range of Twitch sites can now update content directly inline through CloudCannon's visual editor without any code knowledge required. New landing pages can be assembled quickly from pre-built components like hero sections, schedule blocks, and speaker grids. These components enforce design standards while giving editors flexibility within defined parameters, ensuring brand consistency across all websites.
Static site performance at enterprise scale
By generating static sites, CloudCannon eliminates the performance overhead of traditional CMS platforms. Static HTML serves directly from CDN edge locations worldwide, delivering lightning-fast page loads. Without database queries or server-side processing, Twitch achieves consistent sub-second response times regardless of traffic spikes.
Their infrastructure footprint shrank dramatically too — with CloudCannon there are no servers to patch, scale, or maintain, freeing the team from constant maintenance tasks. Both Twitch’s legal pages and TwitchCon's site now scores green across the board with perfect 100s in most performance categories, maintaining excellent user experience even with heavy video content.
<1s
response times
100
Lighthouse performance scores
Zero
servers to maintain
Seamless Git integrations
CloudCannon integrates smoothly with the Twitch team's existing workflows, preserving what works while eliminating what doesn't. One key win was using CloudCannon’s integration with digital asset manager imgix, so assets can be added and optimized without inflating repository sizes.
When it comes to written content, all changes commit back to Twitch's repositories, maintaining full history and rollback capability through Git-based version control. Direct integration with Smartling handles content localization across 27 languages automatically, and engineers can continue working with familiar frameworks while website content teams get the intuitive interfaces they need.
CloudCannon is the ideal CMS for us — editors can update their content easily, and it’s saved back to our Git repo, so we never feel locked in. We can manage all of our sites without major maintenance, and because they’re static, everything performs really well.
Cayvon Morady
Senior Technical Program Manager
Twitch
The transformation in action
The results have been dramatic across every dimension that matters to enterprise teams:
Content bottlenecks eliminated
Content update time dropped from days to minutes. What once required cross-team coordination and deployment cycles now happens instantly. New landing pages that previously took hours of developer time can be assembled in minutes by marketing teams directly.
Developers get their time back
Support tickets for content changes have largely disappeared, reclaiming significant developer time monthly for strategic initiatives. The maintenance overhead that once consumed developer cycles has been eliminated entirely.
Perfect scores where it matters most
TwitchCon's site now scores perfect 100s in most performance categories, achieving consistent sub-second response times worldwide while maintaining excellent user experience even with heavy video content.
Live events, live updates
With more than fifteen marketing sites now on CloudCannon, the team can push scheduled changes live instantly during events, A/B test ticket promotions without developer involvement, and launch location-specific content for each TwitchCon city.
And as TwitchCon expands to new locations and Twitch's content needs continue growing, CloudCannon will scale effortlessly alongside them.
Want to find out more?
Book a friendly demo call with us, and find out how CloudCannon can help you build and edit your sites more efficiently.
Marlia Morris
Enterprise Success Manager
