Microsoft Blender adds ads, but it may keep the income for itself.

Microsoft's response to Twitch, Mixer, has just released its first ads, but it seems that the only entity that will reap the benefits will be Mixer itself. Some of the ads will run on Microsoft-managed channels – but other partner channels, such as Ninja, will now see ads appearing in front of their content without any financial support.

Mixer announced the move last Friday of its show "Level Up Cast", which presents each week what is happening on the platform. The ads were still part of the plan, said Andy Salisbury, Mixer Community Manager, and guest host, Ethan Rothamel. Subscribers to Mixer Pro's premium monthly subscription will not see ads, he added, nor channel partners in partnership.

For the moment, only Mixer realizes advertising revenue – at least according to Rothamel – although it has bothered to say that the ads are also meant to help the creators. (It seems that the company is still looking to integrate advertising revenue generated with its associated accounts.) "I understand. Advertisements are not the most fun thing in the world, but it's extremely important to remember what you're saying. do on the site, "said Rothamel." The site is free, you watch content for free and you support partners. "

When contacted, a Microsoft spokesman said, "We are constantly testing and exploring new features and monetization options for the creators of Mixer, but have nothing to share for the moment." Microsoft does not want to confirm if its creators will receive the revenue from the ads that it broadcasts on their channels.

Twitch, Mixer's biggest competitor, also offers ads that support the company and its partners, but each ad contains information indicating exactly where its revenue is going. If Mixer chooses to do the same, they will become even more similar to their biggest competitor – which is not a bad thing in itself. If both platforms explain where the money goes, it will create and strengthen a set of payment standards for live streaming; This is important because the companies and the streamers they host are still working to define the limits of what is acceptable for broadcast.