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As ever, this stands to disproportionately impact smaller and mid-sized streamers. These streamers don’t have large, dedicated audiences, so they’re looking to convert viewers into long-term subscribers (who, in turn, do not have to watch ads). Viewers who haven’t subscribed to a streamer are less likely to stick around, or even channel surf away from more established names at all, if they’re being stopped by ads at every turn.

But therein lies the issue: These days, streamers make a significant chunk of their money from subscriptions, donations, and brand deals. Twitch, however, still relies on ad revenue. This means that Twitch is incentivized to turn its website into a gaudy ad collage while streamers are incentivized to avoid running ads whenever possible. Ad blockers and the way Twitch is structured—the company’s own decision-making—are responsible for this economic schism.

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“While I’m not allowed to say specifics, Twitch has the worst CPM ad-revenue share to creators with their standard contracts (read: not the big shots with custom negotiated rates),” said Minecraft YouTuber and Twitch streamer KurtJMac. “They want ads to run because they make bank. Pay a fair rate to creators and we’d be glad to run ads!”

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Admittedly, additional ads do mean more money for creators. As industry insider and streamer Devin Nash put it: “Creators deserve a higher cut of Twitch CPM rates, I 100% agree. This, however, is a separate discussion. The ad deal is: 5% loss in content (3/60 min), 3-7% loss in viewers (people leaving from ads) for 30-40% more income (extra creator earnings from ads). This is a good trade.”

Many others, however, disagreed with his numbers estimation, saying that the bump in their earnings from ads would not be anywhere near that significant, and they would likely lose out on enough viewers and subscribers for this change to hurt their bottom lines more than it’d help.

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For now, though, Twitch is staying the course. “We will be monitoring the data from this experiment coupled with your feedback to improve and provide a better experience over time,” the company said on Twitter.

If nothing else, Twitch will have a lot of feedback to work with.

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