Observed Signal · Apr 5, 2023 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Twitch Tests Sponsored Streams with Read-Ads
Twitch is expanding its Sponsored Streams experiments, announcing new options that allow creators to read brand advertisements aloud during live streams. The changes, revealed via tweets from the Twitch Support account on April 4, 2023, aim to improve native ad integration and creator monetization. Brands could gain new sponsorship mechanisms such as Sub Codes (shared with viewers to support streamers through Subscriptions), Sponsored Gift Subs (brands buying and gifting subs in chat), and Sponsored Sub Discounts (discounted subscriptions on individual channels while maintaining creator payouts). The company described these features as in early experimentation that could evolve or disappear over the year. Twitch also points to a blog FAQ detailing how sponsorship models are being tested across creators, brands, and viewers to determine what works financially for all parties.
Early experimentation of Sponsored Streams and sponsorship models on Twitch
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Key Takeaways & Evidence Grounding
- Twitch announced new Sponsored Streams features via Twitter on April 4, 2023.
- Creators could read ads aloud in streams as part of Sponsored Streams.
- Brands can pay for Sub Codes to share with viewers and Sponsor Sub Codes to support subscriptions.
- Sponsored Gift Subs allow brands to buy and gift subs in Chat at scale.
- Sponsored Sub Discounts offer SUBtember-like discounts on subscriptions on individual channels; all options are in early experimental phase.
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Twitch Tests Pause-Screen Ads and Skippable Ads
Twitch, the Amazon-owned streaming service, is running two experiments to improve ad experiences: pause-screen ads that appear when a viewer pauses a stream, and skippable ads that users can skip. The goal is to reduce intrusiveness while giving creators additional revenue. Skippable ads were already tested in 2025 with some users, and one creator, Zach Bussey, highlighted their use. The pause-screen ads are designed to surface during pauses without interrupting playback. Twitch notes the initiative aims to balance ad monetization with a better viewing experience for fans, benefiting both streamers and the platform. Twitch reports about 105 million monthly users, with around 2.5 million online concurrently. The pause-screen ad development was shared via a Twitch Support post dated February 9, 2026.
Twitch Expands Monetization Tools for More Creators
Twitch, the Amazon-owned live-streaming platform, announced product changes to widen access to creator monetization tools and lower barriers to earning. On May 19 it rolled out features — including creator badge drops, custom power-ups, and expanded hype-train participation — previously limited to affiliates and partners, making them available to all users. Twitch says the moves support community-driven growth amid concentrated viewership at the top of the platform; internal messaging cited 74,000 early sign-ups for the tools within a week. The update sits alongside continued investments in discoverability, short-form clips and a broader “monetization for all” initiative to help smaller streamers reach their first payouts.
Amazon expands music livestreams into comprehensive fan experience
Amazon Music will livestream Shakira's tour finale in Madrid on October 3rd, broadcasting the full concert across its platforms including Prime Video, Fire TV, the Amazon Music app, and Twitch. This move expands Amazon's strategy to position itself as a central hub for fan experiences, connecting music, livestreams, merchandise, and other offerings. The company has previously streamed festivals like Superbloom and concerts from artists like Kendrick Lamar and Bad Bunny, with tens of millions of viewers over the past five years. Amazon aims to create a cross-platform event that goes beyond a simple concert stream, integrating additional music offerings and fan engagement opportunities.
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