Twitch relies on the revenue it makes from its ads. However, there are many Twitch users currently using ad-blockers. To keep revenue up, Twitch recently stopped viewers from using ad-blocker uBlock.
Ad-blockers are used to keep platforms ad-free. There are a lot of viewers that use ad-blockers on Twitch. Twitch released an update that disabled uBlock on its platform. uBlock is a popular ad-blocker. Viewers that use uBlock now see a pop-up claiming they’re using a third-party tool that “is impacting site performance” every 10 or 20 minutes. So, it’s basically a mid-roll ad.
According to a spokesperson, who spoke with The Verge, viewers were getting that pop-up because the tool they were using was manipulating the site’s code. The person went on to say that Twitch hasn’t changed the overall ad density of the site. Only automated ads running on the site are prerolls. Twitch says it’s not targeting ad-blocker viewers more than normal ad watching viewers.
Ads are important for both Twitch and Twitch creators
When ads are blocked on Twitch, ultimately Twitch and the creators being watched won’t make money. During September, patterns and affiliates were earning just $3.50 per 1,000 ad viewers. While streamers don’t like running ads, for many it’s a necessary evil for them to make a living on Twitch. Still, running ads on Twitch are much more complicated than other platforms because it houses live content. So, if an ad runs during a live broadcast, viewers could miss out on critical moments.
Now, the pop-ups have made many ad-blocker viewers mad. Lowco, a Twitch partner, weighed in on the situation after responding to The Verge
“Things are hostile because streamers don’t like running ads. And viewers aren’t going to like ads either because of that,” says Lowco. “I think Twitch can do a lot better in this regard, to make ads, something that works for streamers.”
There is a lot to be done on Twitch to allow the platform to run ads so creators get paid and so viewers aren’t stuck with unskippable ads every 10 to 20 minutes.
Image courtesy: Twitch