After YouTubers Like Valkyrae and Ludwig Complained About the Ad Incentive Program, Twitch Finally Decided to Revamp the Policy – “We Have Heard Very Loud and Clear”

Published 11/18/2022, 11:30 AM EST

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Streaming has become one of the most loved professions in the present world. The streamers and their community get to engage through streams for a good session of interaction and entertainment. Notably, Twitch exists as one of the most popular streaming platforms. And they have recently rolled out an update on the ads incentive program.

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Twitch has been a flourishing platform for streaming. Housing genres from Just Chatting to numerous video games, the platform welcomes many people to stream on the platform. From Shroud to ShahZam, Pokimane to Amouranth, people get to witness and enjoy the streams of many popular personalities.

However, the question that always stands forth in the community is about advertisements and the respective ad revenue. To give a brief, Twitch got into a critical light by denying the 70-30 split. As per their understanding, they rolled out such a step due to the high costs of operating the website.

Moreover, this led to some disturbances on the platform. Popular streamers like Valkyrae, Asmongold, and Ludwig propagated their thoughts on the situation. The reason behind fans’ disappointment was the platform would be cutting revenue to a lot of their partners. However, during the recent patch notes, Twitch authorities have voiced their intentions to improve the ad revenue program.

Twitch speaks on the subject of improving the ads incentive program

Twitch has been a phenomenal platform when it comes to streaming. The streaming platform houses many diverse streaming genres which lead to giving birth to more community. Consequently, warmly welcoming more audience to the respective communities. But here’s what Community Marketing Director Mary Kish and Community Marketing manager Ray Apollo had to say.

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Community Marketing Director Mary Kish said, “We’re working to improve the ads incentive program for all of our community.” Furthermore, she said, “Let’s talk about the feedback we’re hearing from you. A few key things that we have heard very loud and clear, some partners are finding that their offers feature ad density that is too high.”

To deal with this, Kish declares a resolution. She continued by saying, “So, for offers this month and for the next couple of months, we’ll be offering reduced ad density option. For example, you’ll see an option that is a couple of minutes lower than the ad density you ran last month. Ad density options will still be available and we hope this helps. We want you to know that you shouldn’t feel obligated to increase your ad density. You can reduce your ad density and still participate.” 

To give a brief reaction to what other streamers had to say, they attached a short clip of Twitch streamers like DataDave, Trey24K, Paplovag, and AshSaidHi. One can see the reaction in the tweet below:

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All in all, it can be safely said that the authorities are trying their best to create a perfect balance of ad revenue and streamer satisfaction. Which subsequently leads to viewer satisfaction and experience. Hence, only time shall unravel how the policies get received by the community.

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How do you think Twitch can bring up the best of all situations? Feel free to share your thoughts in the comments section below.

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Written by:

Astitava Kaushik

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Astitava Kaushik is an eSports writer at EssentiallySports. He holds a Master's degree in Media and Communication studies. Throughout the years, he has developed a knack for writing and deems to explore the skill in the eSports field, with games like Valorant, FIFA, and Call of Duty holding a very special place in his heart.
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Edited by:

Jito Tenson