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Twitch is testing automatic and mandatory mid-roll ads



Twitch is showing ads to some users in the middle of the stream and streamers can’t opt ​​out.

Twitch is experimenting with displaying ads to users in the middle of a stream.

Controversial, streamers have no control over whether or when these ads will appear on the air.

Twitch’s new mid-roll ad

After September 15, 2020, some viewers will see ads in the middle of the Twitch broadcast.

According to Twitch, this is an “advertising experiment.” It’s also unclear how many users will be exposed to the experiment while it’s running (Twitch claims it has a “low percentage of viewers”).

Starting today, we plan to test automated mid-roll ads for some viewers. These ads directly support the creator and will not appear if the viewer has recently interrupted the ad on that channel. We welcome your feedback to shape this feature!

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— TwitchSupport (@TwitchSupport) September 14, 2020

The stream runs in picture-in-picture mode when the ad is triggered. However, the stream is muted and you can only hear the ad audio.

Mid-roll advertising is not a new concept on Twitch. However, these are always controlled by the streamer. These new ads are triggered by Twitch, not the creator.

Creators are rewarded for running mid-roll ads like any other type. If you are a Twitch Prime or Turbo subscriber, it will not be visible to creators.

How did the streamer react?

Some people broadcasting on Twitch are angry with the change. Currently, you can disable pre-roll ads, but you have no control over these new mid-roll ads.

How to know if this is happening on my channel and can I opt out

-timthetatman (@timthetatman) September 15, 2020

Timthetatman, one of Twitch’s biggest streamers, asked how to opt out in response to the company’s tweet.

Other creators responded negatively, claiming to mitigate the impact of exciting moments on the stream if an uncontrollable ad suddenly started playing.

In response to Twitter’s response to one creator, Twitch said, “We will combine the data from this experiment with feedback to monitor, improve over time, and provide a better experience.”

Does this affect the display on Twitch?

Creating large, dedicated followers on Twitch is not an easy task. It takes hard work, dedication, and a lot of time.

It’s still unclear if these new mid-roll ads will affect viewership. Undoubtedly, many creators are paying attention to Twitch’s experiments.

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