Rumble is trying to be the new Youtube and Kick is trying to be the new Twitch.....both platforms are trying to be "free speech" platform alternative, which has shown itself to be a safe heaven to racists and idiots.
They paying creators who made their names/brands on other platforms, but have seen a decrease in their audience engagement or have been outright banned.
Microsoft invested heavily in a live video streaming platform called Mixer, which was going to compete with Twitch...they paid the biggest Twitch streamer "Ninja" a deal worth 30-50 million dollars....just to stream on their platform. Shyt flopped and Microsoft had to close that shyt. Idk how they didn't learn from that.....but they might be getting them to be on their platform for the cheap.