Twitch is testing a new ad format that lets streams play without interruption. Instead of pausing content for pre-roll or mid-roll ads, the platform is experimenting with banner-style ads that stay on screen while the stream continues.
Changes to the ad experience in the platform
The change has sparked positive feedback from creators and viewers. One of the main complaints about the previous ad experience on Twitch was that it blocked live content. Viewers often missed key moments while ads played. This update aims to fix that by keeping the video visible the entire time.
The ads appear as overlays or placements on the screen, but do not interfere with the audio or visuals in a way that stops the stream. The idea is to reduce friction during live viewing while still offering space for advertisers.
Ads, viewer retention, and monetization
For creators, this could mean more consistent engagement. Interruptions can affect retention, and a smoother ad experience may lead to longer watch times. Viewers are not forced to choose between ads and content, they get both at once. This format also has the potential to increase ad revenue. If more users stay during ad breaks, Twitch may be able to improve performance metrics for advertisers, which could result in better earnings for streamers in the long run.
Twitch hasn’t confirmed when or if this format will roll out to all users. For now, it’s being tested with select channels.
As the platform continues to adjust how ads are delivered, the focus appears to be on keeping both creators and audiences in mind. We’ll monitor how this trial impacts revenue and viewer experience over time.
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