Twitch, the world’s leading live-streaming platform, is constantly exploring new ways to enhance the experience for viewers, streamers, and advertisers. In its latest round of updates, Twitch is experimenting with a picture-in-picture (PiP) ad format — a move that could drastically change how ads appear during live streams. At the same time, Twitch is also testing a new loyalty incentive for subscribers called Treasure Train.
Ads That Don’t Interrupt the Stream
According to Zach Bussey on Twitter, Twitch is rolling out a feature where ads are displayed in a smaller window while the stream continues to play. These ads are muted by default, allowing viewers to stay immersed in the content while giving advertisers visibility without disrupting the flow.
This PiP approach keeps the stream as the main visual focus, a welcome change for those frustrated by mid-roll ads that cut away from live content — especially during critical gameplay moments or emotional scenes.
Introducing the Treasure Train
Alongside the new ad format, Twitch is testing a rework of its Hype Train system with a feature called Treasure Train. While it functions similarly, the Treasure Train comes with perks for users who gift subscriptions, offering a 35% discount on Tier 1 bundles once it hits Level 5.
Key points:
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Treasure Train may replace the Hype Train during some streams.
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Streamers can opt out of this feature.
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Once activated, it provides an opportunity for viewers to support creators at a lower cost.
This aligns with Twitch’s broader push to help streamers earn more revenue while providing a more rewarding experience for their communities.
Why These Changes Matter
Twitch has faced criticism in the past for its aggressive ad strategies that often alienated both viewers and creators. These new updates suggest that Twitch is listening to feedback, trying to strike a better balance between monetization and viewer engagement.
Both features—PiP ads and Treasure Train—represent a shift toward non-intrusive monetization and community-driven incentives, two things Twitch has struggled to optimize in the past.
The Bottom Line
Twitch’s latest updates are still in the testing phase, but they could have major implications for the future of the platform. If successful, picture-in-picture ads could become the new standard, offering a smoother viewing experience without sacrificing ad revenue. Meanwhile, Treasure Train may give fans more reasons to support their favorite streamers while saving money.
Keep an eye out for these features in upcoming streams — and don’t be surprised if they soon become core parts of the Twitch experience.