More pre-rolls? Twitch Responds to Ad Experience Critics

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Ads on Twitch have been a point of contention for many viewers and streamers over the past year. The increase in ad volume and the prevalence of pre-rolls are a source of frustration for content creators and their fans.

Today, Twitch executives posted an open letter on the platforms blog, and among other things, they detailed a path for advertising in 2023 that aims to improve user experience, highlighted by a big change to come for the pre-roll ads.

Pre-roll ads refer to commercial ads that run as soon as a viewer opens a Twitch channel. When combined with the already increased ad density on the platform, they can often hamper the viewing experience, especially when viewers regularly switch between channels.

The blog post didn’t say exactly when the change would take effect, but in the first half of the year, Twitch will disable pre-roll ads on channels that run at least three minutes of advertising per hour in any way. whether it be.

Running three minutes of ads per hour in any way will disable all pre-rolls, wrote Twitch Monetization Director Mike Minton and Chief Product Officer Tom Verrilli. They no longer need to be split into 90 second ads every 30 minutes. Second, we applied our Picture-by-Picture experience to the majority of pre-rolls that viewers see.

Additionally, Twitch is looking at ways to notify viewers when scheduled ads are on the way and give people the option to repeat mid-roll ads. This can be especially useful when moments of hype hit a stream and a mid-air commercial break can force people to miss the action.

Meanwhile, Twitch is updating the now infamous Ad Incentive Program which gives streamers money to run a certain amount of ads. Following feedback, the platform intends to make the program more flexible for streamers to change the number of ads they show. The platform is also looking to give streamers more control over ads through changes to the Ads Manager.

It’s unclear when these changes will be implemented, but assuming they stay true to the sentiment expressed in today’s post, it could mean a significantly better user ad experience on the horizon.

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