Today, Twitch introduced SureStream, a first-party product that delivers optimized ads throughout the platform. As a popular destination for gamers, musicians and artists that reaches 50 percent of US millennial males, Twitch has a good reason for attracting a wide range of advertisers from diverse industries. But until now, many advertisers have experienced technical issues that arise from inserting videos from an external source. SureStream will ensure that more advertisements are viewed, which benefits both brands and streamers alike. SureStream will gradually be rolled out across the platform beginning Wednesday, reaching all viewers over the coming months.
“Since the video ads played by our streamers during their broadcasts are an important source of revenue for them, it’s our responsibility to constantly improve the advertising experience for all parties in the Twitch ecosystem,” said Twitch’s chief revenue officer, Jonathan Simpson-Bint, in a statement. “SureStream helps ensure they can keep doing what they love, while providing a more seamless experience for viewers. It also helps attract and retain advertisers who are now able to effectively reach an elusive audience.”
Twitch claims that 75 percent of its users are male, with 73 percent of them between the ages of 18 to 49. Studies show that gamers are more interactive and loyal when it comes to brands—so being able to reach this audience more efficiently is good news all around.
The video streaming platform hopes that by hosting ads natively, Twitch will have greater control over the types of advertisements it delivers and “can ensure viewers see the highest quality version of the advertisement, better representing the brand’s message.”
Once SureStream is enabled, more viewers will see video advertisements—including those who use third-party software designed to bypass ads (ad blockers), thus encouraging subscriptions or joining Twitch Prime if they want to enjoy ad-free streaming. Twitch viewers will also see a significant improvement on existing ad issues, the company stated, including volume improvements that adhere to a viewer’s settings, less freezing and pausing, and faster removal of problematic advertising.