Twitch Takes Action Against Ad Blockers with Notifications for Users

Twitch is ramping up efforts to combat the use of ad blockers, introducing new prompts that encourage users to subscribe to Twitch Turbo instead. This move echoes similar strategies employed by platforms like YouTube, aiming to push viewers toward paid subscriptions for an uninterrupted streaming experience. However, many users are expressing resistance to this initiative, signaling they won’t be swayed by the Amazon-owned service.

Starting on January 13, 2025, numerous viewers reported encountering pop-up messages while accessing Twitch broadcasts. Two distinct types of alerts surfaced, urging users either to disable their ad blockers or to consider subscribing to Twitch Turbo for an ad-free experience.

Twitch Targets Ad Blockers: A New Approach

On social media platforms like X, users began sharing screenshots of streams where Twitch flagged their ad blocker usage. One notable post from user ‘Pirat_Nation’ showcased a message during Asmongold’s stream, stating: “Wait, you’re running ad block? Support zackrawrr’s earnings by turning off ad block.”

Twitch is joining in on the AD block war pic.twitter.com/qu7TEJDh2y

— Pirat_Nation 🔴 (@Pirat_Nation) January 13, 2025

Another user, ‘melmedardas,’ shared a prompt that recommended Twitch Turbo without referencing a specific streamer: “Running ad block? Consider Turbo. Twitch Turbo enables ad-free viewing while still supporting streamers.” Current pricing for Twitch Turbo stands at $11.99 USD monthly, which is relatively lower than YouTube Premium’s fee of $13.99, and offers users an ad-free viewing option.

twitch you better not start this sh*t. . the adblocker doesn’t even block ads on twitch anyways. it hasn’t for at least a year or two like come on now pic.twitter.com/T1ur900PZC

— when (@melmedardas) January 13, 2025

The community’s reaction to Twitch’s new tactics has been largely negative, with many users criticizing the platform for its heavy-handed approach. Some users pointed out that Twitch has long implemented embedded ads that bypass ad blockers, questioning what additional measures they seek to impose. One individual remarked, “Twitch already has embedded ads that adblockers can’t bypass by default. What else do they want?”

Another user expressed frustration, stating, “Twitch has the most annoying ads ever, there’s no way I’m turning off my ad block.”

Twitch has the most annoying ads ever, theres no way im turning off my ad block.

— Wolf (@WolfRaidou) January 13, 2025

In light of these developments, viewers have raised concerns about Twitch’s tactics. Users are frustrated by notifications that imply compliance with policies that they feel are already unfairly burdensome. As a point of comparison, YouTube has also battled against ad blockers for some time, even incorporating features aimed at neutralizing their effectiveness while incrementally raising the cost of its Premium subscription.

This growing trend among streaming platforms to challenge ad-blocking tools may signal a shift in the approach to monetization in digital content, a topic that warrants ongoing observation as platforms seek to maintain revenue amidst evolving consumer behaviors.

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