Twitch is trying out a new advertising approach that keeps the stream in focus while showing ads in a smaller window. This test could change how viewers experience ads without losing sight of their favorite broadcasts.
Despite Twitch’s dominance in streaming, the platform often plays catch-up with features from competitors like Kick and YouTube. Recently, Twitch added fan-favorite options such as Live Rewind, and now it’s testing a fresh way to present ads that might please both streamers and viewers.
Picture-in-Picture Ads Keep Streams Visible
First spotted during Canadian streamer RottenPapi’s broadcast on May 13, the new ad format shrinks the main stream and places a muted video ad in a smaller window beside it. Viewers can choose to unmute the ad by hovering over it with their cursor or tapping the side of their mobile screen.
Twitch is testing a new stream display ad format that plays a muted video beside the main player.
The viewer can choose to unmute the ad or let it play muted. pic.twitter.com/tShoQtUE4y
— Zach Bussey 🇨🇦 (@zachbussey) May 13, 2025
This method keeps the main broadcast uninterrupted and visible at all times, which many users have welcomed as a better alternative to traditional full-screen ads that pause or block the stream.
Community Reacts Positively
Viewers quickly praised the new ad style, calling it a “huge W” and a “great middle ground” that allows streamers to run ads without breaking immersion. One user commented, “Viewers will not be missing anything during an ad,” highlighting how the stream continues without pause.
Another fan simply said, “I actually LOVE this.” The muted ads by default also give viewers control over whether they want to listen, which adds to the appeal.
What’s Next for Twitch Ads?
There’s no official word on when this feature might roll out to all streamers, but TwitchCon Rotterdam, starting May 31, 2025, could be the stage for announcements about this and other platform updates.
For now, the test seems to be a step in the right direction for Twitch’s ad experience, balancing the needs of streamers, advertisers, and viewers.
What do you think about this new ad format? Would you prefer ads that don’t interrupt your stream? Drop your thoughts in the comments below!
