Twitch Introduces Mid-Roll Ads on Livestreams, and Creators Aren't Happy

Twitch Introduces Mid-Roll Ads on Livestreams, and Creators Aren't Happy

It's just an experiment from Twitch, but it hasn't gone down well.

Previously, you'd have to sit through one advert prior to tuning into a livestream on Twitch.tv. Starting today though, Twitch is experimenting with adverts that commence in the middle of a livestream, and it's been received pretty poorly online.

"Starting today, we'll be testing automated mid-roll ads for some viewers," Twitch announced on Twitter. "These ads will directly support the Creator and won't run if the viewer has had an ad break in that channel recently." Twitch then elaborated on the feature, saying that the stream would be reduced in a new window and muted while an advert played on the rest of the screen.

I believe that's what the kids call a "ratio." | Twitch

"The bounce rate is going to be horrible," replied streamer grimsevers. "The viewer being able to see the stream still going on but not hear it is not a good solution either. Myself and a lot of streamers have high chat interaction, if anything gets missed the whole conversion gets derailed.

"These ads are going to hurt small/medium sized creators way more than they could ever benefit them," writes BloodyFasterTV in the replies. "Please rethink this model because it doesn't work, for neither the streamer nor the viewer."

Following up after the initial announcement, the official Twitch Twitter account writes that "for what it's worth, this is the test—we will be monitoring the data from this experiment coupled with your feedback to improve and provide a better experience over time."

For now, this would seem like it's an experiment (albeit one that's been received poorly) from Twitch. Would a mid-roll ad make you more likely to tune out of someone's stream, or would you be more likely to stick it out to support a creator? Let us know in the comments below.

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Hirun Cryer

Staff Writer

Hirun Cryer is by far the most juvenile member of USgamer. He's so juvenile, that this is his first full-time job in the industry, unlike literally every other person featured on this page. He's written for The Guardian, Paste Magazine, and Kotaku, and he likes waking up when the sun rises and roaming the nearby woods with the bears and the wolves.

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