- Twitch is testing a new ad format where ads appear in a side-by-side view, allowing uninterrupted viewing of the main content.
- Ads are muted by default, letting users choose whether to engage with the audio, improving the user experience.
- Early reactions from both creators and viewers are mostly positive, appreciating less disruption during streams.
- It remains unclear if this will replace current interruptive ads or add another layer of ads for viewers.
- The success of this trial could lead to a shift in how Twitch and other streaming platforms approach advertising in live content.
Twitch has long been a platform for uninterrupted streaming content, with ads often seen as the primary disruptor to the experience.
However, in a move that could redefine in-stream advertising, the platform is testing a new, less intrusive ad format designed to keep viewers focused on the stream. Instead of full-screen ads that pause content, Twitch is experimenting with a picture-in-picture style that allows ads to appear alongside the main stream, leaving the content uninterrupted.
What’s Being Tested: Picture-in-Picture Ads
The new format works by shrinking the main stream slightly and positioning the muted ad in a small, dedicated area next to it. Viewers can still watch the live stream while the ad plays on the side of the screen. This method avoids the major interruption that viewers typically experience with full-screen pre-rolls and mid-rolls.
Twitch is testing a new stream display ad format that plays a muted video beside the main player.
The viewer can choose to unmute the ad or let it play muted. pic.twitter.com/tShoQtUE4y
— Zach Bussey 🇨🇦 (@zachbussey) May 13, 2025
In this test, the ads are muted by default, allowing viewers to enjoy their stream without the added noise. If they choose to, they can unmute the ad at any time, providing them with more control over their viewing experience. This development appears to be a response to the growing demand for less disruptive advertising, especially among users who want to enjoy uninterrupted content.
Will This Replace Current Ads?
One key question surrounding this new ad format is whether it will fully replace the traditional full-screen ads or merely add another layer to Twitch's existing advertising model. Currently, the platform relies heavily on interruptive ads, which are often seen as a necessary evil for streamers to generate revenue. The concern is that this new format might simply be an additional ad type rather than a replacement.
If this new picture-in-picture ad model were to become the primary ad format, it would mean less disruption for viewers and a smoother experience for creators. However, if Twitch continues to rely on full-screen ads alongside this new format, the user experience may remain much the same, leaving viewers with mixed feelings.
Impact on Streamers and Viewers
For streamers, this new ad format could be a game-changer. As the primary content creators on Twitch, streamers benefit from ad revenue, but they also want to maintain their community's engagement.
The current model, which pauses content for ads, can lead to audience drop-off and reduced engagement. The picture-in-picture format offers a solution, allowing streamers to retain their viewers while still generating revenue from ads.
Viewers, too, stand to benefit from this new format, as they’ll be able to continue watching streams without the typical ad interruptions. The muted ads, while still present, give viewers more control over the ad experience, making it less intrusive. Additionally, the ability to unmute the ads gives viewers the option to engage with them when they choose, without forcing them to stop what they're doing.
Twitch’s Long-Term Vision for Advertising
This new trial ad format is part of Twitch's broader strategy to evolve its advertising model and enhance the platform’s revenue opportunities. Twitch has faced criticism in the past for its reliance on interruptive ads, so this new format represents a step toward balancing the needs of advertisers with the preferences of users.
While the trial is still in its early stages, Twitch's success with this format could influence how other streaming platforms handle in-stream ads. If the test results show that the picture-in-picture format leads to better user engagement and higher ad revenues, it may set a precedent for the entire industry.
