YouTube is testing a new 'side-by-side' ad format for live streams which has been observed by users. The format presents ads in a separate video player below the active stream, intended to be less interruptive than traditional ad breaks. According to user reports cited in the article, the ads currently have autoplaying audio, which can disrupt the viewing experience.
This test signals YouTube's search for monetization models that don't break the flow of long-form live content. It's a direct response to the same creator and viewer frustration with mid-roll breaks that led Twitch to introduce alternative formats like pause ads. The critical point to watch is whether YouTube addresses the autoplaying audio issue noted in user feedback. If the ads remain audibly intrusive, the format risks undermining its own goal, alienating viewers, and limiting creator adoption.
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