Twitch Testing New Approach to Display Ads: Less Disruptive and More User-Friendly
Twitch, the popular streaming platform, is working on improving its approach to ads after facing backlash from streamers and viewers. Many have criticized Twitch for the frequency and intrusiveness of its ads, with some even suggesting that it may drive users to competitor YouTube.
Well-known streamer Asmongold has been particularly vocal about the issue, describing the current ad system as “cannibalistic.” He believes that unless Twitch makes significant changes, it could lose ground to YouTube.
Addressing these concerns, streamer Pokimane offered a potential solution. She suggested that Twitch should implement ads in a way that doesn’t interfere with the viewer experience. While acknowledging the importance of ads, she emphasized that they should not come at the expense of user enjoyment.
Twitch seems to have taken Pokimane’s advice into account. They recently announced that they are testing a new approach called Stream Display Ads (SDA) that aims to be less disruptive. According to Twitch, these new ads will allow viewers to continue watching and hearing the streamer while the ad is displayed. Streamers will also receive revenue for each SDA shown.
Twitch confirmed the experiment officially started and will roll out in stages over the next few weeks. They even shared a visual representation of how the new ads will work and look.
Early feedback from the Twitch community has been positive, with some users welcoming the less interruptive nature of the new ads. They expressed support for a better viewing experience, suggesting that all ads should follow this approach in the future.
However, some users remain skeptical, stating that the new ads may not be significantly different from the current ones in practice. It seems that the jury is still out on whether this change will effectively address the issue.
It’s worth noting that Twitch has been experimenting with other ad formats in addition to SDAs. If this new approach proves successful, it could be a major step forward in improving the overall ad experience on the platform.