Twitch is piloting a new feature that inserts ads automatically during live streams, stripping streamers of control over timing and playback.
Launching for select viewers on September 15, 2020, these mid-roll ads represent Twitch's latest "advertising experience." The platform hasn't specified the test duration or exact user exposure, though it describes it as affecting only a "small percentage of viewers."
Ads trigger in picture-in-picture mode, muting the stream audio while playing ad sound. Unlike past mid-rolls managed by creators, these are fully automated by Twitch.
Streamers earn revenue from these ads, similar to other formats, and Twitch Prime or Turbo subscribers remain ad-free.
Many Twitch creators are frustrated, as they can opt out of pre-roll ads but have no say in these mid-rolls.
Prominent streamer TimTheTatman publicly questioned opt-out options on Twitter. Others worry ads will disrupt key stream moments.
Twitch responded on Twitter, committing to monitor data and feedback to refine the experience.
Growing a loyal Twitch audience demands immense effort, skill, and consistency. Whether these uncontrolled ads deter viewers remains uncertain, but creators are watching metrics closely.
