Livestreaming platform Mixer adds ads, but it might be keeping the revenue for itself

Alex Castro / The Verge

Mixer, Microsoft’s answer to Twitch, has just rolled out its first ads, but it appears the only entity earning money from the ads will be Mixer itself. Some of the ads will show up on channels run by Microsoft itself — but other partnered channels, like Ninja’s, will now see ads appear in front of their content that don’t support them financially.

Mixer announced the move last Friday on its “Level Up Cast,” a weekly show about what’s happening on the platform. Ads were always part of the plan, said Mixer community manager Andy Salisbury and guest host Ethan Rothamel. People who have Mixer’s premium monthly subscription offering Pro won’t see the ads, they said, and neither will people who have subscribed to a partnered channel.

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