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Twitch discontinues automated mid-roll ads, at least for now

Twitch discontinues automated mid-roll ads, at least for now

On September 15 Twitch had started running automated mid-roll ads for select viewers on an experimental basis which received huge criticism from the community for being mandatory and not giving the creators control on when to run them.

According to the above tweet, Twitch has concluded all of its tests and will now try to improve the ad experience by providing streamers more control over the ads. The decision was made based on the feedback received through UserVoice(Twitch’s own feedback and suggestion system) and the original tweet that announced the mid-roll ads.

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Both streamers as well as viewers were unhappy with the mid-roll ads. Streamers were complaining that losing content and potential viewers over a small amount of extra revenue was not worth it. Also, TSM Break had pointed out how it would badly affect esports events if ads appeared during a crucial clutch moment.

Replying to a Twitch partnered streamer who goes by the name Bryonato, Twitch Support stated that viewers will no longer see mid-roll ads.

Twitch is a free platform to watch or stream on, which makes the ads a key source of its revenue. And, that is exactly why, streamers should expect the mid-roll ads to come back sooner or later. Perhaps the next time streamers will have more control over the ads.

Twitch is known as the largest game streaming platform, but not known for being creator friendly. Still, the changes suggest that Twitch is taking the feedback into consideration and actively trying to improve the platform. The good news is, viewers won’t be seeing mid-roll ads anymore, at least for now.

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