Companies make millions of dollars of advertisers. That’s why when people refuse to pay for premium service, they are hit with ads on several streaming services. If the consumer isn’t going to pay with their wallet, then they must pay with their time, and advertisers are more than ready to dump mountains of money on ads. Twitch Prime has been offering their customers ad-free viewing, but all that is about to change. 

In a blog post published on Twitch’s website, the company revealed that they would be rolling back their ad-free service. “As we have continued to add value to Twitch Prime, we have also re-evaluated some of the existing Twitch Prime benefits,” the company wrote.  “As a result, universal ad-free viewing will no longer be part of Twitch Prime for new members, starting on September 14.”

Twitch continued on to explain their reasoning, which would have been much more straightforward if they just said: “we want more money.” “Advertising is an important source of support for the creators who make Twitch possible,” the blog post continued. “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.”