Streaming giant Twitch is planning to test mid-roll adverts on live broadcasts.
From September, these ads will run for some viewers during a stream and will be triggered directly by Twitch rather than the streamers. These ads directly support the creator, and won't run too close to a previous ad break.
Viewers already receive one or two short ads when they click on a stream if they are not subscribed to a creator. Streamers can also trigger ad breaks themselves while warning their community beforehand.
Twitch is just experimenting with this format and is seeking feedback from the community, but the platform has already faced a wave of backlash for the decision.
Many streamers don't want to see ads automatically triggered during their content, as it'll impact the live viewing experience. With the existing ad format, creators can choose when to run their ad breaks so it doesn't feel intrusive to the viewer or cause them to miss anything.
Top Twitch streamer Asmongold responded in a tweet, saying "if you want to incentivize streamers to run ads, the worst way to do it is punishing their viewers by forcing ads during potentially awesome live moments on the stream".
If you want to incentivize streamers to run ads, the worst way to do it is punishing their viewers by forcing ads during potentially awesome live moments on the stream— Zack (@Asmongold) September 15, 2020
Increase ad-free viewtime for running a midroll if you want more streamers to run midrolls
Plenty of other Twitch streamers also shared their thoughts on the decision, with some comparing the move to YouTube's advertising. Others highlight that this choice will hurt smaller/mid-sized creators.
Absolutely not. No. This is not youtube. Our content doesnt get paused while you choose to spontaneously run an ad. Did you ask for ANY input from streamers and viewers on this idea?— Radderss | Black Lives will always Matter (@RadderssGaming) September 14, 2020
Please don't. It's 2020 and you're a hub of innovation. Please find ways to work with the creators to give them control over ads in their content, find ways to not interrupt the thing you do best: allowing streamers interacting with their community in a way no other platform can.— Knightenator (@Knightenator) September 15, 2020
Nooo. Leave the control with the creators by:— Fareeha (@AskFareeha) September 15, 2020
-NOT doing this!
-Make pre-roll ad disabling LONGER when we run ads ourselves during downtime
Scheduled ad breaks are much better than this dice roll with no warning or knowledge of when it happens.