Today, Twitch, a video live streaming service, is rolling out something that it is calling multiplayer ads in closed beta. These advertisements are triggered by streamers that all viewers watch. Currently, the ads shown on the platform to viewers are targeted however, these are not. As soon as one of these ads is played on Twitch, the creators of the platform can run a poll for their viewers that awards the streamer bits depending on how many viewers participate. Twitch is testing these multiplayer ads that can help creators make money.
A Twitch spokesperson wrote in an email, “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.”
Twitch has been fiddling and experimenting with its ads a lot this year. Between the months of September and November, the company has tested unskippable midroll advertisements to breaking ad-blockers.
Multiplayer ads seem to be a very logical development for the video live streaming service platform because nobody is actually happy with the state of Twitch ads at present. They are intrusive, and they also don’t benefit most creators. CPMs (cost per mille) is also very low. On the contrary, Multiplayer ads will benefit creators far more directly, presumably at higher rates than the existing traditional CPMs — even if those payments are coming in the form of Twitch’s own currency. For reference and to make things understandable 1 bit is equal to 1 cent. The Twitch spokesperson said that bit payouts on multiplayer ads are additive to traditional CPMs, so running these ads will payout twice.
It’s good to see that Twitch is experimenting with new ad formats beyond traditional, targeted video ads. Let’ see and hope this new concept gets creators paid more!