Advertising is important on Twitch in the same way as important on any website that relies on advertisers for revenue. (Hello from Vox Media.) But it was a fight. Ad blockers keep websites ad-free, and then they renew themselves around the blocker. The escalation is the norm.
It is also the basis for the controversy based on existing ads on the streaming site. Twitch pushed an update that breaks uBlock, a popular ad blocker. UBlock users are unexpectedly greeted with a pop-up noting that they may be using a third-party tool or a browser extension that is “impacting website performance”; every 10 or so. 20 minutes – looks like a web-enabled mid-video ad.
A spokesperson from Twitch told me that users were getting that particular pop-up because the tool they were using was manipulating the website code. This person stresses that the mid-video test is over and adds that Twitch hasn’t really changed the site’s overall ad density – that is, the only autos that run on the site are prerolls. and streamers can turn those ads off for their subscribers. (They also note that some of the larger live streamers may use third-party tools to run autopilot ads on their streams, and those ads sometimes appear to come from Twitch. For its part, Twitch says it is Not Targeting users who block ads with more ads than any other ad.
For Twitch, ads are a little different from ads on other free sites: because the service is active, the ads that are currently being made up on the page obscure the content. You may miss out on things you cannot do, such as YouTube. Imagine, if you want, that you are watching a soccer match then in the middle of a clutch match, an ad cannot skip the trigger. Of course, you can always watch the replay, which means, technically, you don’t miss out on anything. But it’s horrible to miss that crucial moment when it happened. Here’s the situation for a few weeks on Twitch this summer: the company started testing automated mid-video ads, which were hated globally.
Twitch is targeting viewers by using an ad blocker by running ads frequently to try to annoy them. You will have to disable your ad block to prevent these, otherwise they will run every ~ 10 minutes. pic.twitter.com/70CevtuugF
– Lowco (@ Lowco2525) November 2, 2020
The bottom line: when an ad is blocked, no one makes money – not the streamers and not Twitch. That means, with CPM being that, the streamers are having a worse outcome of the deal. As of September, both the partner and the affiliate in the US are making $ 3.50 for every 1,000 ad views.
“Things are getting hostile because streaming people don’t like to run ads. And viewers won’t like advertising for that either, ”said Lowco, a Twitch partner, as I approached her on Discord. “When you get 10 viewers… running the ad, I mean, it won’t increase, right? And it’s super annoying for the viewer, ”she continued. “I think Twitch can do a lot better in this regard, to create ads, something that works for live streamers.”
Lowco said she has no problem with Twitch targeting users using ad-blocking software as it is an important part of Twitch’s business model. But she also said that she thinks Twitch can do better thanks to its streamers. “I think if you have to advertise, it won’t work,” she said. “Twitch is all about the community until it comes to these things. And then it looks very top-down. And for me, I think people react negatively to that kind of coercion. “That seems right.
She also thinks Twitch advertising could be better done. “You can have skippable ads, better inline ads, lower thirds, more seamless with live content – the direct nature of Twitch.”