Value-creation decoupling includes businesses that break the links between two or more value-creating activities. The decoupler offers one of these value-creating activities, while the incumbent that has been decoupled retains another value-creating activity. Twitch took videogame spectatorship for itself, but it does not develop videogames to be played. It left that activity for incumbents like Electronic Arts. And that was Twitch’s billion-dollar idea.
