If you’ve heard the term ‘adpocalypse’ in the streaming world and haven’t got a clue what it means, you’re not alone. Recently, it was revealed that some Twitch streamers are suffering immeasurably from plummeting ad revenue rates, and nobody knows why. On the streaming platform, some users have reported a drop in ad revenue of as much as 95%.
This apocalypse came on suddenly and has impacted some of Twitch’s biggest streamers, some of whom were picking up thousands of dollars a month through ad revenue. They’re now looking at just a few hundred dollars, and on their end, nothing has changed.
Taken for Granted
Admittedly, this is the bread and butter earnings for some Twitch streamers. On social media, clips have surfaced showing users complaining about their ad revenue drops, such as Lacy, who stressed that his $10,000-a-day ad revenue stream has dropped to around $2,000 a day.
That’s still far, far more than the average worker earns, but for someone who has built a way of living out of those earnings, it could be devastating. Twitch allowed them to secure the bag in this way, and then without warning or forethought, the rate of earnings has been slashed immeasurably.
Imagine if your place of work suddenly cut your salary by 80% without telling you – that’s effectively what’s happening here. Sure, the creators still have subscriptions, bits, and other donations, but it’s not good.
One streamer, TheStockGuy, revealed that he’s disabling ads on his streams because the returns aren’t worth the disruption. He was reporting a 95% drop in earnings – one of the most significant examples of the adpocalypse we’ve seen.
Twitch has yet to comment on why ad revenue is plummeting – I’ve reached out for a statement in the meantime.
Do you think streamers needed their earnings adjusted, or is this an unfair change from Twitch? Let us know in the comments.