The days of ad-free viewing on Twitch for Prime members are coming to an end.

The popular streaming platform has announced that the benefit of avoiding advertisements on their website will no longer be included as part of the Twitch Prime package.

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According to the announcement, this new policy will go into effect for new Prime members starting on September 14. 

All those who currently have a monthly subscription will be able to continue getting ad-free viewing until October 15.

However, anyone who currently has an annual subscription, or switches to one before September 14, will be able to enjoy ad-free viewing until their next renewal date.

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In addition to posting their announcement online, Twitch also sent an email to all of its Prime members.

According to their post, the decision to make this change is primarily motivated by increasing the ad revenue for content creators:

Advertising is an important source of support for the creators who make Twitch possible. This change will strengthen and expand that advertising opportunity for creators so they can get more support from their viewers for doing what they love. We want Twitch to remain a place where anyone can enjoy one-of-a-kind interactive entertainment, and ads allow us to continue making Twitch the best place for creators to build communities around the things they love and make money doing it.

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After this change goes into effect, there will still be a way for users to get ad-free viewing on Twitch, although it will require a subscription to an additional service called Twitch Turbo.

The announcement from Twitch can be viewed in its entirety down below:

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Changes to Twitch Prime

When we launched Twitch Prime, we were determined to give streamers and their viewers the best value in gaming. And since then we’ve seen the Twitch community take advantage of Twitch Prime perks like monthly channel subscriptions to support favorite streamers, Free Games with Prime, and in-game loot for games like Fortnite, PUBG, Hearthstone, and more. On top of everything you get through Amazon Prime, this year alone we’ve offered members more than $1,000 worth of games and loot.

As we have continued to add value to Twitch Prime, we have also re-evaluated some of the existing Twitch Prime benefits. As a result, universal ad-free viewing will no longer be part of Twitch Prime for new members, starting on September 14.

Twitch Prime members with monthly subscriptions will continue to get ad-free viewing until October 15. If you already have an annual subscription, or if you upgrade to an annual subscription before September 14, you will continue with ad-free viewing until your next renewal date.

All other Twitch Prime benefits, like monthly channel subs, monthly games and loot, and chat badges are not changing.

But…why?

Advertising is an important source of support for the creators who make Twitch possible. This change will strengthen and expand that advertising opportunity for creators so they can get more support from their viewers for doing what they love. We want Twitch to remain a place where anyone can enjoy one-of-a-kind interactive entertainment, and ads allow us to continue making Twitch the best place for creators to build communities around the things they love and make money doing it.

Is ad-free viewing still possible on Twitch?

An ad-free viewing experience is still possible! All Twitch viewers can get ad-free viewing across all channels by subscribing to Twitch Turbo (read about Turbo right here). Additionally, Twitch Prime subscribers can still get channel-specific ad-free viewing as part of Prime by using your monthly subscription token on a channel that has ad-free viewing for subscribers turned on.

More of what matters

Twitch Prime is still, and will always be, packed with premium benefits you can’t get anywhere else. We’re just getting started, and the community can continue to expect more and better free games with Prime and in-game loot every month, monthly channel subscriptions, exclusive badges, along with new benefits and surprises. And with your Twitch Prime membership you can still take advantage of all the other Amazon Prime benefits, like free two-day shipping and access to Prime Video and Prime Music¹.

Thanks to every Twitch Prime member for supporting Twitch and your favorite streamers. We’ll see you in chat.