For someone streaming and working in digital marketing for years – this is a welcome change. In this post I will break down what side-by-side ads are, how they work, and what they mean for us 24/7 creators. I will also compare them to Twitch ads and share a few tips on how to make the most of this new format.

What Are Side-by-Side Ads?

Instead of cutting away from your stream when an ad runs, side-by-side ads keep your video on screen in a smaller window while the ad plays next to it. The stream keeps running, but your audio is muted and replaced by the ad’s sound. When the ad ends (or is skipped), your stream returns to full size with sound back on.

Right now, they only show up if:

Your stream is on normal latency (not low or ultra-low),
You’ve turned on auto mid-roll ads with “Let YouTube decide.”,
You don’t have captions enabled.

They’re supported on desktop and TV apps, but not on mobile yet.

The point is simple: instead of totally interrupting the live show, viewers can still see what’s happening while the ad runs. It’s similar to Twitch’s “picture-in-picture” ads, where the stream shrinks and plays silently while the ad takes over the main space.

Why This Matters for Creators

More Revenue Potential

For 24/7 streamers, this could be big. YouTube has said auto mid-roll ads already boost live ad revenue by 20% or more per hour. Side-by-side ads should make those breaks easier for viewers to sit through, which means more ads actually get served, and more money in your pocket. Arguably, with 24/7 streams you loose the most when a user leaves the stream because of an ad. Now, since viewers can still see the video and the continuity is there – it’s less likely they’ll drop out. That means you can now run mid-rolls without as much guilt.

Viewer Retention

The bummer is – your audio goes silent during ads. 🙁 If your content depends on sound – music streams, podcasts, talk shows – that can still feel quite disruptive. Viewers may complain about “missing” key moments, despite this function being made precisely so that they do not miss those moments.

That said, it’s still a step forward compared to a full-screen ad. On a 24/7 stream with steady, looping content (music, scenery, background video), most viewers won’t leave just because the sound dropped for 20 seconds. And since the video keeps running, they don’t feel like they’ve been kicked out of the stream.

finding a balance – run ads often enough to earn, but not so often that people start leaving or complaining.

Some viewers will consider this an improvement.while others will see it as a further injustice and violation

YouTube vs. Twitch: A Quick Comparison

Both YouTube and Twitch are trying to fix the “ads unaliving livestreams” problem. Here’s how side-by-side stacks up:

Pre-rolls: Twitch has long unskippable pre-rolls, but you can turn them off if you run 3 minutes of ads per hour. YouTube always runs pre-rolls, usually skippable after 5 seconds.
Mid-rolls: Twitch uses picture-in-picture – muted stream in a tiny window while ads run. YouTube’s side-by-side is basically the same idea. The big difference: Twitch lets streamers schedule ads or trigger them, while YouTube’s side-by-side only works with auto-inserted ads (for now).
Length: Twitch often stacks multiple ads (90 seconds, 2 minutes, even more). YouTube usually serves one shorter, skippable ad in midrolls.
Control: Twitch gives streamers tools like snoozing ads or disabling pre-rolls if they run enough ads. YouTube recently added a “Delay Ads 10 min” button so you can push an upcoming ad back if you know something big is about to happen. They also have a “Take a Break” feature where you can show a BRB screen and YouTube will run ads then.

For 24/7 streams, YouTube’s system might actually be easier. You can set it and forget it – turn on auto ads, and trust side-by-side to keep viewers around. On Twitch, you have to actively manage ad schedules or accept that Twitch will auto-insert them.

Monetization Tips for 24/7 Streamers

Here’s how to make the most of side-by-side ads without tanking your audience:

Turn on auto mid-rolls and normal latency. If you don’t, you won’t get side-by-side ads at all.
Pick a reasonable ad frequency. Start conservative (maybe every 20–30 minutes) and watch your analytics. If your viewer count stays steady, try slightly more frequent. If it dips, ease off.
Communicate with viewers. A quick “ads help keep this 24/7 stream running – thanks for watching through them” in your chat or description goes a long way. Encourage heavy watchers to consider YouTube Premium, which removes ads but still pays you.
Pay attention to feedback. Watch your concurrent viewer numbers around ad times. If you see big drops, adjust. If nobody minds, lean in a little more. You can also always decide to use Upstream’s Ad Cue Points for regular midrolls, giving off signals for YouTube on when it is the best to run ads (between your videos and songs, instead during)

The Bigger Picture

This update shows where livestreaming is headed: ads that don’t fully interrupt the show. TV has done “split screen” commercials during sports events for years – now as independent creators we get the same option.

For 24/7 channels, this makes the model more sustainable, by reducing the chances of annoying the user. Instead of relying only on donations or memberships, you can earn steady ad income without ruining the actual experience too much. That’s huge for people running lo-fi streams, webcams, or continuous content loops.

It’s also part of YouTube’s bigger push to make livestreaming more attractive. Between ads, memberships, Super Chats, and digital gifts, YouTube is clearly trying to convince creators to stay live longer – because the longer you’re live, the more revenue everyone earns.

And in the bigger battle with Twitch, side-by-side ads are one more way YouTube can say, “We’re less annoying for viewers.” If that helps us keep more viewers around while still making money, I’m all for it.

Embrace, Test & Decide

For livestreamers, especially those running 24/7 feeds, this is a welcome change. Side-by-side ads aren’t perfect – the muted audio is still a drawback – but they’re a lot better than a full cutaway. They let us monetize on those long watch sessions without constantly chasing viewers back into the stream.

The real win here is balance: YouTube is giving us a tool that supports both sides – creator income and viewer experience.

My advice? Try it. Turn on auto ads, set a conservative frequency, and monitor how your audience reacts. Tweak as you go. With smart use, side-by-side ads can become another steady stream of income that keeps your channel running day and night.

Keep streaming, keep earning – and may your ads be as painless and fruitful as possible.