Twitch is eyeing a potentially lucrative new revenue stream by ’experimenting’ with the display of adverts mid-stream to some non-subscribers. The commercials run across both affiliate and partner channels, with creators receiving their share of revenues.
What is Twitch testing?
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Picture-in-picture viewing for all channels is enabled to minimise viewer disruption as far as possible.
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Twitch and channel subscribers will be spared the inconvenience completely.
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The live gaming service is no stranger to mid-roll ads, but these have historically sat outside its direct control and been implemented by players themselves.
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Instead, Twitch sets out its own ground rules such as informing viewers in advance of when an advert is incoming to head off any potential irritation.
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At present, Twitch ad revenues are comparatively low, with affiliates earning a flat rate of $3.50 per 1,000 views.
Why should agencies and brands care?
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Twitch has exploded in popularity, with 3.8 million streamers broadcasting on the service in February alone.
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These streams drew an impressive 15 million daily viewers, with the number of monthly users pegged at 140 million.
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Lockdown has added further fuel to the fire, with a housebound public increasingly turning to online video and gaming to pass the time.
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Seeking to capitalise on this mounting presence, Amazon has already begun enabling brands to buy into this audience by offering Twitch inventory on its own advertising platform.
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Twitch
Twitch is a live streaming video platform owned by Twitch Interactive, a subsidiary of Amazon.com.
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