Twitch Prime Removes Ad-Free Viewing, Fans are Upset

Twitch Prime users will have to watch ads starting Sept. 14. If you have a monthly Amazon Prime subscription, you will start seeing ads whenever your subscription runs out. Users on a yearly cycle will continue to get ad-free viewing until their next renewal date.

If you really don't want to see ads, you'll need to subscribe to the channel you're watching. Starting Aug. 28, Prime users will get a $10 code if they pre-order select games. This replaces the 20 percent discount on physical games for Prime users.

"As we have continued to add value to Twitch Prime, we have also re-evaluated some of the existing Prime benefits," Twitch said in an email to users.

Twitch has access to a highly sought after millennial market that has become hard for advertisers to reach due to limited access to cable television and an abundance of online ad-blockers. According to Bloomberg, CEO Emmett Shear said in an staff meeting that Twitch had set a "target of $1 billion in ad sales." Aiming to sell more than double the ads, Twitch is hoping to corner the market, which is what it seems like they are doing with this change.

Obviously, Twitch Prime users are a bit upset.

The main reason to get Twitch Prime was an ad-free viewing experience. This is a money grab from Twitch.

— Rod Breslau (@Slasher) August 20, 2018

Twitch Prime is placing ads back in? Wasn't that most of the point?

— Plague Of Gripes (@PlagueOfGripes) August 20, 2018

Twitch is still the foremost live-streaming service for games and other creative content, but Amazon can't hold onto the monopoly forever. Changes like this that alienate fans and put shareholders first jeopardize the empire that Kappa built.