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Kick’s biggest change since launch

Kick is preparing for its most significant shift yet, with CEO Eddie Craven confirming that advertisements will be introduced to the platform at some point in the future. The move marks the beginning of the end for Kick’s long standing ad free viewing experience, one of the key reasons the streaming service has grown rapidly since launching in 2022.

Speaking during recent livestreamed interviews and appearances on Kick Talks, Craven made it clear that while ads are not arriving immediately, they are inevitable. Viewers who prefer Kick over Twitch because streams are uninterrupted have been advised to enjoy the ad free experience while it lasts.

Why Kick is adding ads

According to Craven, Kick’s lack of ads has helped fuel its growth, especially among Spanish speaking audiences and viewers frustrated with frequent commercial breaks on rival platforms. However, that model has come at a cost.

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Craven openly admitted that Kick is currently losing money, saying the company “loses a little bit of money” by not running ads. While early backing from crypto gambling company Stake and several high profile exclusivity deals helped Kick gain attention, the platform now needs a more sustainable long term revenue strategy.

Advertising, Craven explained, will be a key backbone of Kick’s future monetisation plans, allowing the platform to support both its operations and its creators without relying on splashy one off contracts.

A promise to avoid intrusive ads

One of the biggest concerns for viewers is how ads will affect the viewing experience. Craven acknowledged that risk directly, stressing that Kick has no intention of overwhelming users with constant interruptions.

He reassured viewers that Kick will not “throw 1,000 ads at people” and hopes to design formats that are not overtly intrusive or disruptive. The goal, he said, is to protect the enjoyment of livestreams while still generating revenue.

Rather than traditional pre roll or mid stream ad breaks, Kick is exploring alternative approaches such as targeted sponsor integrations and creator driven advertising. This mirrors broader industry trends, with Twitch recently experimenting with muted picture in picture ads that have received relatively positive feedback.

What ads could mean for streamers

For creators, the introduction of ads could unlock new earning opportunities. Kick already offers one of the most generous revenue models in streaming, with a 95/5 revenue split and hourly pay that far exceeds Twitch’s standard 50/50 or 70/30 arrangements.

Advertising income could further strengthen Kick’s appeal, especially as it looks to retain top talent and attract new streamers. While Kick previously relied on expensive exclusivity deals for names like xQc and WestCOL, ads offer a more scalable way to support creator earnings across the platform.

Kick vs Twitch, the bigger picture

Kick’s rise has intensified the ongoing streaming wars. Twitch, owned by Amazon, still dominates the market with an estimated 140 million monthly users, but stricter content rules and heavier ad loads have pushed some creators to explore alternatives.

Kick’s looser moderation policies, higher revenue share, and rapid growth have helped lure high profile streamers such as Adin Ross, Amouranth, Mizkif, and Trainwreckstv. As of mid 2025, Kick’s monthly active users reportedly grew by 150 percent year on year, highlighting just how quickly the platform is expanding.

Adding ads may narrow one of Kick’s biggest points of difference, but it also signals that the platform is aiming for long term stability rather than short term hype.

No timeline yet, but change is coming

Craven was clear that there is no fixed launch date for ads on Kick. For now, the platform remains largely ad free, aside from banner placements. Still, the message is clear, change is on the horizon.

Viewers and streamers alike will be watching closely to see how Kick handles the transition, and whether it can introduce ads without losing the relaxed viewing experience that helped it stand out in the first place.