This study examines the perception of Peruvian viewers, between 18 and 25 years old, about intrusive advertising in live broadcasts of the popular streaming site, Twitch. Using a qualitative approach, we analyzed reactions and opinions to embedded advertising segments, commonly referred to in the platform’s jargon as “rolls”. This term refers to ads that interrupt regular broadcasts, and it is crucial to understand their impact on the viewer’s experience. The results indicate a clear trend of dislike towards the intrusiveness of these ads, which manifests itself in a decrease in satisfaction during the viewing of the broadcasts. It is discussed how this adverse perception could negatively influence viewer loyalty towards certain streamers’ channels, suggesting a significant challenge for marketers and content creators in balancing monetization and audience retention. The findings highlight the need for more subtle and better integrated advertising strategies that do not compromise the quality of the user experience.