A few months back, Twitch introduced its users to the Ads Manager tool and Ads Incentive Program (AIP), claiming that this will make managing ads easier for the creators and could also serve as a reliable way of earning money. After receiving positive feedback, Twitch recently informed the users about the expansion of the ads incentive program. The platform claims that it is expanding its AIP to include more partners and to change the way it structures the payouts to pay creators more.
However, the expansion of the feature hasn’t been an impressive update for the users. It drew harsh criticism from major creators across the platform. Though the creators would be handsomely paid through this new update, they are more concerned about the viewer’s experience.
Asmongold called out the new feature of Twitch. “By incentivizing 8+ minutes of ads/hr, Twitch is effectively paying streamers to kill their channel and ultimately the website”, he tweeted.
By incentivizing 8+ minutes of ads/hr, Twitch is effectively paying streamers to kill their channel and ultimately the website
Also–don't be surprised when this becomes the norm, the amount of money being offered is life-changing for almost anyone
— Zack (@Asmongold) October 16, 2022Previously, a CPM model was used to calculate ad incentive program payouts. Streamers would primarily be paid a flat rate for every 1,000 ads watched on their channel.
Other Popular Twitch streamers criticizes the Ads Incentive Program
In another tweet, Sweet Anita revealed how much she made from ad revenue in a month in comparison to her new ad incentive deal. Twitch’s new program offered her $1,096 per month to run four minutes of advertising every hour. She did, however, show that a month prior, she ran fewer ads and made $1,173.
My ads incentive offer vs what I usually earn from ads in a month. Twitch is offering to pay me less than usual for MORE ads. Make it make sense. pic.twitter.com/ClGkbvWlKM
— Sweet Anita (@sweetanita) October 16, 2022BoomerNA, in one of his tweet stated, “The ad incentive now STARTS at 5 mins. Bro that was the MAX before.”
.@Twitch @TwitchSupport Surely you're fucking with streamers and just wanting the platform to go down entirely now right? The ad incentive now STARTS at 5 mins. Bro that was the MAX before. NO ONE WANTS TO RUN THE ADS. Fuck the incentive system. Not running them at all. pic.twitter.com/IjOWCQJbDJ
— BoomerNA (@BoomerNA) October 15, 2022Distortion2 revealed Twitch was willing to pay him $2,581 to stream 1 minute of ads per hour, but $2,591 if he streamed 3 minutes of ads per hour. According to his metrics, that’s an extra $10 in revenue for 2 extra minutes of ad time.
According to the example Twitch gave, a creator who streamed for at least 40 hours in a given month may get $100 for running two minutes of advertisements every hour, $300 for running three minutes, or $500 for running four minutes. This strategy is intended to be strengthened by the recently modified ad incentives program. Partnered streamers can access and claim customized ad offers in exchange for a month’s worth of streaming hours via Twitch’s built-in ads manager.
On one of Twitch’s example pitches, $500 is offered in exchange for four minutes of advertisements each hour, as long as the user streams for at least 40 hours per month. Any advertisements that are displayed after the incentive targets are met will be compensated at the platform’s standard rate.
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