xQc went off on Twitch’s ad system during a recent stream. He compared the platform to mainstream television, pointing out how viewers get hit with multiple unskippable ads that play back-to-back.
“You get a gambling ad, to a beer ad into some house insurance ad,” xQc described. He noted each ad runs for 30–45 seconds with no skip button. The worst part? These ad blocks play over live content, meaning viewers miss whatever’s happening on stream.
His frustration highlights a growing problem with Twitch’s monetization strategy. The platform uses different types of ads to generate revenue. Pre-roll ads hit new viewers when they first click on a stream. Mid-roll ads can interrupt during the broadcast, either scheduled by the streamer or automatically inserted.
Twitch gives creators some control over ads. Streamers can run ads manually during breaks or use the Ad Manager tool to schedule them automatically. Running enough mid-rolls can disable pre-rolls for a while. But many streamers struggle to balance ad revenue with viewer experience.
The live nature of streaming makes ads particularly annoying. Unlike YouTube videos where ads pause the content, Twitch streams keep going. Miss three minutes of ads and you’ve missed three minutes of action. There’s no rewind button.
Viewers have limited options to avoid ads. Channel subscriptions remove ads for that specific channel only. Twitch Turbo provides site-wide ad-free viewing for a monthly fee. Some use ad blockers on desktop browsers, but mobile and TV app users are stuck watching.
The ad experience varies by region and device. Smart TV and mobile users often report longer, more frequent ad breaks. Desktop viewers might see picture-in-picture ads that show the stream in a smaller window. But full-screen takeover ads remain the most disruptive format.
xQc’s comments carry extra weight given his platform history. After building his audience on Twitch, he signed a massive deal with Kick in 2023. Kick has positioned itself as the ad-light alternative to Twitch, attracting viewers tired of constant interruptions.
YouTube Live offers another alternative with its more mature ad system. YouTube Premium removes ads across the entire platform, not just individual channels. The platform also has better VOD features, letting viewers catch up on missed moments.
