Twitch announced yesterday that it was testing running automated advertisements in the middle of streams, leaving streamers frustrated at a feature that could potentially ruin their content.

🔬 Starting today, we'll be testing automated mid-roll ads for some viewers. These ads will directly support the Creator and won't run if the viewer has had an ad break in that channel recently. Your feedback is welcomed to help shape this feature!

📚: https://t.co/UPXp1gk8zq

— Twitch Support (@TwitchSupport) September 14, 2020

According to Twitch, automated ads would run if a streamer had not run an ad on their channel recently, and creators will get paid for every automated ad that runs. Subs and Turbo Twitch users won't see the ads, but there is no way for a creator to prevent the automated ads, save rolling ads themselves. The ads would be "picture-in-picture," meaning the ads won't cut away from the action but will relegate the streamer to a small corner of the screen while the commercial plays.

The obvious issue for Twitch streamers was the lack of control over when an automated ad would run. Streamers loudly complained about Twitch's experiment, imagining scenarios when an ad would run at an inopportune time.

Twitch Implemented Mid Roll Ads that play randomly without the streamers consent.

I simulated a situation in which an advertisement plays at the WORST possible time.

We CAN'T have mid roll ads you guys, retweet this if you agree. Twitch</a> <a href="https://twitter.com/TwitchSupport?ref_src=twsrc%5Etfw">TwitchSupport pic.twitter.com/AiTkNhHYAp

— The Happiest Man In The World (@AplatypussTV) September 15, 2020

When that Twitch mid-roll ad hits just right pic.twitter.com/tsZaJZjwhq

— The Masked Prophet 😷 (@PropheticDr34ms) September 15, 2020

Hey guys welcome to 2020 Twitch! Don't mind the midroll ads. pic.twitter.com/HnuquhUVPK

— Ravi 🐉 (@feardragon64) September 15, 2020

Couldn't have picked a worse time to disclose some news to chat. CLASSIC Twitch mid-roll ads. pic.twitter.com/ZLnX6gEbLf

— Shaun Zom Gaming (@ShaunZomGaming) September 16, 2020

A parody account, "Twitch mid-roll ad simulator," quickly popped up after the announcement with a flurry of parodies highlighting the potential issues with mid-roll ads.

It had to be done.

Evo 2016 pic.twitter.com/hzm7uLPo4n

— Twitch mid-roll ad simulator (@TwitchAdSim) September 15, 2020

Justin Wong Vs. Yipes Marvel Vs Capcom 2

Evo 2007 pic.twitter.com/wsSFN1Q2gJ

— Twitch mid-roll ad simulator (@TwitchAdSim) September 16, 2020

Twitch, evidently hearing the concerns of streamers and viewers about having high-intensity moments interrupted by commercials, addressed concerns by essentially saying, don't worry you'll still see the stream but it will just be muted and shoved into a tiny corner of the screen.

Totally understandable concern – the stream will be muted, but will continue to play in a smaller window on the page.

— Twitch Support (@TwitchSupport) September 14, 2020

If nothing else, these automated ad tests will give Twitch plenty of community feedback, even if its the kind of feedback they don't want to hear.