The Twitch Adpocalypse Is Here! - What It Means

Growing on Twitch is difficult, and with the new Ad Incentive we might need to think carefully about how we monetise our audience, because it might be getting harder to retain viewers and grow your average.

We'll be covering exactly what the Twitch Ad Incentive Program is, how it works, how it's going to effect your viewers, and how it might be causing the Twitch Adpocalypse.

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How To Use The Twitch Ads Manager

The feature is called the Ads Manager, and it essentially replaces the manual run ads quick action widgets.

To find out if you’ve got it, head to Creator Dashboard then click Affiliate / Partner in my case then Scroll down to Ads Manager. Make sure you’ve got Disable preroll ads turned on.

Then click the Ad Manager, you can schedule your ad spacing, meaning how often ads play, change the ad length so 30 seconds is 1 ad and that turns pre-rolls off for 10 minutes, 90 seconds or 3 ads is 30 minutes of pre-rolls off. These two tools need to be balanced carefully, personally, I am setting mine to 60 - 90 seconds every 45 minutes to an hour, but find what works for you, then you can set a delay, you’ll want this delay to be as short as possible.

What is the Twitch Ad Incentive Program?

The Twitch Ads Incentive Program gives Creators the option to earn consistent, monthly ad revenue. The program is built on top of the Ads Manager feature, utilizing the preset ad timing and automation aimed at easing the management load of running ads.

Currently, Twitch Partners have been invited to participate in the program, and if you're unsure if you've been invited, you'll be able to know for sure by visiting the Ad Manager in your Creator Dashboard.

Read more here:

🕘Timestamps:

0:00 The New Twitch Ad Incentive Program Is Good & Bad!
1:51 Own3d Ad Read That Supports The Channel!
2:33 What Is The Twitch Ad Incentive Program?
4:16 How Is The Twitch Ad Incentive Offer Calculated?
5:30 The Biggest Myth Of The Ad Incentive Program
6:05 What Needs To Be FIXED In The Ad Incentive Program
6:50 What Happens When Twitch Streamers Run Mid Roll Ads
9:00 The Downsides Of The Twitch Ad Incentive Program
11:20 Why The Ad Incentive Program Is Brilliant!
12:00 Why The Program Makes You Create WORSE Content
12:55 The MAJOR Issue With the Ad Incentive Program
14:00 What Will Happen To Twitch Because Of This Program?
14:30 Why This Program Will Lower Your Twitch Sub Revenue

What Bitrate And Settings Should I Use For Streaming?

The easiest way to understand bitrate is by calling what it actually is, your upload speed to the Twitch servers.

Now you’ll need a higher bitrate depending on how high quality you want your stream to be, this means 1080p 60 frames per second will need a bitrate of 6000, which roughly equals 6megabits upload speed on your end being taken up

By lowering your resolution and framerate, you can make it a lot easier to stream, for example, if you set your base canvas size to 1920x1080, but change your output to 1280x720 otherwise known as 720p you drop down to only needing a bitrate of 4500 or 4.5megabits.

If you still want 1080, you can even just lower your framerate from 60fps to 30fps and then adjust to 4500bitrate.

The style of this video is similar to Alpha Gaming and Gaming Careers in parts. A large influence on this series has come from content creators like Wild4games and Nutty.

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[StreamScheme]

🕘Timestamps:

0:00 The New Twitch Ad Incentive Program Is Good & Bad!
1:51 Own3d Ad Read That Supports The Channel!
2:33 What Is The Twitch Ad Incentive Program?
4:16 How Is The Twitch Ad Incentive Offer Calculated?
5:30 The Biggest Myth Of The Ad Incentive Program
6:05 What Needs To Be FIXED In The Ad Incentive Program
6:50 What Happens When Twitch Streamers Run Mid Roll Ads
9:00 The Downsides Of The Twitch Ad Incentive Program
11:20 Why The Ad Incentive Program Is Brilliant!
12:00 Why The Program Makes You Create WORSE Content
12:55 The MAJOR Issue With the Ad Incentive Program
14:00 What Will Happen To Twitch Because Of This Program?
14:30 Why This Program Will Lower Your Twitch Sub Revenue

[Lil_P]

As a viewer I hate mid rolls, I am in that 5-15 average viewer range and asked my community what they prefer and overwhelmingly they said they prefer prerolls. Based on that I opted not to be in the ad incentive program because while I am trying to grow, I don't want to hurt my loyal viewers.

[AndyDosMil]

As a brand new twitch streamer, this channel is like a bible to me. I really appreciate all the content you put out for everyone trying to grow their platform. I’d be so lost without this channel. Appreciate it Eljay 👏🏽

[oldnerdreviews]

I gave up my affiliate with Twitch and now multi-stream on YouTube (my primary streaming platform), Twitch, and Facebook. Without the addition of long-form videos and Shorts, Twitch was too much of a constant grind for me. It's all about working smarter and not harder.

[FloofysTV]

Just wanted to say thanks for all the great and informative content over the years.

[SirenCalera]

As a viewer, I caved into turbo and premium months ago. I'd silently leave whenever an ad played, even if it was a streamer I liked. I sub for emotes now.
As a streamer, it riddles me with guilt whenever someone chats a complaint about seeing an ad, pre- or mid- roll. I stopped running midrolls because, like you said, my audience is mostly the same 5 friends each stream and it made a worse experience for them. Were twitch to move to a non intrusive, banner ad system, I'd probably run mid-rolls again.

[fuzzypockets]

A lot of streamers don’t seem to understand how ads even work these days. I get the feeling that Twitch needs to do a better job at communicating this. I don’t like watching channels that have ads during gameplay or during conversation

[Levahr]

Thanks for all you’ve done for us Eljay

[kellergie]

My main problem with midroll ads on Twitch is that it is live content that I am actively missing. Unlike with Youtube videos or cable tv, where the content I am watching is put on pause during an ad break, on Twitch the stream does NOT stop while I am stuck watching ads. I am missing the game, the art, the conversation mid-sentence. That is why I hate ads on Twitch as a viewer, and why I refuse to run them as a streamer.

[BigBossRazz]

As someone who’s watched most if not all of your videos, that last 20 second segment was really well done! 👏 Nice way to segue into the new shift and focus that I’m sure new folks will want to learn more about.

[badgamerwyatt]

I would absolutely not run 6 minutes of ads at once. I started streaming to have a good time with my viewers, not to ruin the quality of my stream to bleed them for money.

[carlyishot]

I just want to take the time to thank you for doing what you do, I started streaming 1 week ago and i'm already half way to affiliate, i've taken on your advice and can see amazing things coming, i've been making clips for youtube shorts and tik tok and can see why its vital to use these platforms, thank you for passing down your knowledge you're an absolute legend, from one aussie to another

[goodasyou]

It's also a very American thing to interrupt live sport with ads. Here in the UK that doesn't happen, or at least it's very rare. Ad density is increased before and after the events and during any scheduled breaks in play, like half time. I think it was trialled here for Formula One once and it did not go down well at all. For me the best solution is the small ads that appear and shrink the screen but obviously Twitch can't charge as much for those as they can for a full-screen video advert. For me, the key thing is user experience, and that is clearly not Twitch's priority.

[frawgenstein]

Thank you for making this. i was curious as to what was going on. I'm not affiliate yet, but some of my friends are and I noticed this in their stream. I've used to much of your advice to help get my stream started, and while not trying to become a full time creator or anything, it has made it much easier for me to jump in and start enjoying what I do.

[Muzakality]

I'm a super small streamer (5-10 average viewers) and I agree that finding a balance between ads and pre-rolls is difficult to judge. Previously I'd only been doing 1 minute ads per hour. I'm wondering if changing the ratio up would help people get in the door though. It might be worth experimenting with!

[conduit]

The biggest problem with the ad incentive program is that manually running ads does not count towards your ads per hour requirement. Which is moronic because manually running ads is the only way mid-roll ads should be run because it allows the streamer to choose a convenient break point where people will not miss content.

At this point I'm forced to assume that the people running Twitch are either drooling morons who don't even understand how their own platform works, or they're deliberately trying to destroy their own company.

[xbjqrn]

Hey Eljay, if I am corret the 3 options are only for partnerd streamers but what is going to happen to affilite streamer?

[Artbug]

I'm excited to start on YouTube, but just the other day I wanted to check out the LS scene... And found a place with about 40 random (popular/top?) Livestreams. I'm not sure if that was ALL current livestreams or what. My point is, I can never find Livestream content on YouTube even when I actively look for it

[christopherjazzcat]

As a small music steamer, I could probably run ads in-between songs or when I get up to stretch (which I should really do every hour anyway.) But I dislike the idea of not having control over when ads run.

I've left preroll on for now. I ought to automate my brb screen to run an ad or 2 though.

[deanslyrics]

this actually looks good. i'm not a partner yet but i'm already running 3mins per hour to get the 55% revenue split. for channels that already have partner the assumption is that 40 hours a month isnt that hard. a full time job is 40 hours a week. ergo this gives time for full-time streamers to be editing, planning, having a life etc and easily meet ad incentive.
obviously not every partner is streaming fulltime without a job, but so far actually this seems like a good change that twitch has made