Today, Twitch is rolling out what it calls “multiplayer ads” in closed beta. It’s a streamer-driven ad that all viewers watch (Currently, ads shown to viewers are targeted; these are not). After one of these ads plays, creators can run a poll for their viewers that awards the streamer bits depending on how many viewers participate.
“In true Twitch spirit — we want our creators and fans to have the opportunity to experience everything together, and support their favorite creators along the way,” wrote a Twitch spokesperson in an email.
Twitch has been tweaking its ad a lot this year. Between September and November alone, companies have gone from testing non-skippable mid-roll ads to infringing ad blockers.
As a streamer, I think multiplayer advertising is a pretty logical development since no one is happy about the state of Twitch advertising at the moment. They’re intrusive, and they also don’t benefit most creators (CPMs are pretty low). Multiplayer advertising, on the other hand, will benefit creators more directly, perhaps at a higher rate than traditional CPMs — even if the payouts come in Twitch’s own currency. For reference, 1 bit is equal to 1 cent. A Twitch spokesperson confirmed that the payout bit on multiplayer ads is in addition to traditional CPMs, so running these ads will pay twice as much.
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It’s great to see Twitch experimenting with new ad formats outside of traditional targeted video ads. Good luck getting content creators to get paid more!