Twitch: the key to the new paradigm in brand’s communication

Authors

Keywords:

Twitch, Streamers, Digital Communication, Social Media, Sponsors

Abstract

Twitch has experienced tremendous growth in the last year. In addition, this social network has become a meeting place for young people, where they not only go to consume video game streams, but they have found in it a place to study, watch movies or relax, among other things. Likewise, streamers have become a fundamental piece in commercial communication on Twitch, being the loudspeakers of brands. 

Therefore, the main objective of this research is to discover the role of Twitch on brand communication. Specifically, the aim is to evaluate the influence of streamers in the perception of brands, to know the interests of the Twitch audience and to analyze the influence of the streamer Ibai. 

To achieve this, a mixed research method combining in-depth interviews with experts and users, as well as focus groups and a survey has been carried out. 

The main conclusion obtained is that this social network represents a paradigm shift in terms of content control by brands, and that the streamer has become a new type of influencer, acting as a prescriber on Twitch. 

References

Castelló-Martínez, A., & Ros-Diego, V. (2012). La comunicación de la responsabilidad en los medios sociales. Revista Latina De Comunicación Social. 67, 47–67. Doi 10.4185/RLCS-067-947-047-067

García, J. (2020, 7 de mayo). La cuarentena dispara a Twitch (y a Ibai Llanos). El País. https://elpais.com/retina/2020/05/07/talento/1588850985_184740.html

González, A. (2021). Twitch: monetización, ventajas y desventajas. O’Clock Marketing. https://oclockmarketingcm.wordpress.com/2021/05/03/twitch-ventajas-y-desventajas/

Pires, K. & Simon, G. (2015). YouTube live and Twitch: a tour of user-generated live streaming systems. Proceedings of the 6th ACM Multimedia systems conference, 225-230. https://doi.org/10.1145/2713168.2713195

Wohn, D.Y., Freeman, G. & McLaughlin, C. (2018). Explaining viewers’ emotional, instrumental and financial support provision for live streamers. Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems, 474, 1-13. https://doi.org/10.1145/3173574.3174048

Wohn, D.Y. & Freeman, G. (2020). Audience management practices of live streamers on Twitch. ACM International Conference on Interactive Media Experiences, 106-116. https://doi.org/10.1145/3391614.3393653

Zhao, Q., Chen, C.D., Cheng, H.W. & Wang, J.L. (2018). Determinants of live streamers’ continuance broadcasting intentions on Twitch: A self-determination theory perspective. Telematics and Informatics, 35(2), 406-420. https://doi.org/10.1016/j.tele.2017.12.018

Pollack, C., Kim, J., Emond, J., Brand, J., Gilbert-Diamond, D., & Masterson, T. (2020). Prevalence and strategies of energy drink, soda, processed snack, candy and restaurant product marketing on the online streaming platform Twitch. Public Health Nutrition, 23(15), 2793-2803. https://doi.org/10.1017/S1368980020002128

Johnson, M.R. & Woodcock, J. (2019). ‘It’s like the gold rush’: the lives and careers of professional video game streamers on Twitch.tv. Information, Communication & Society, 22(3), 336-351. https://doi.org/10.1080/1369118X.2017.1386229

Woodcock, J. & Johnson, M.R. (2019). Live Streamers on Twitch.tv as Social Media Influencers: Chances and Challenges for Strategic Communication. International Journal of Strategic Communication, 13(4), 321-335. https://doi.org/10.1080/1553118X.2019.1630412

Hilvert-Bruce, Z., Neill, J., Sjöblom, M. y Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58-67. https://doi.org/10.1016/j.chb.2018.02.013

Sjöblom, M., Törhönen, M., Hamari, J. & Macey, J. (2019). The ingredients of Twitch streaming: affordances of game streams. Computers in Human Behavior, 92, 20-28. https://doi.org/10.1016/j.chb.2018.10.012

Galevy. (2021). Twitch, la nueva generación del streaming de video. Andina Link. https://andinalink.com/twitch-la-nueva-generacion-del-streaming-de-video/

Chase. (2020a). State of the Stream June/Q2 2020: Livestreaming is getting much larger and more global, non-gaming content is on the rise, and nature channels are a thing. StreamElements. https://blog.streamelements.com/state-of-the-stream-june-q2-2020-livestreaming-is-getting-much-larger-and-more-global-8acfc3fadbba

Chase. (2020b). State of the Stream October 2020: Twitch has biggest month to date, Just Chatting is the most watched category of the year, and HasanAbi dominates the charts. StreamElements. https://blog.streamelements.com/state-of-the-stream-october-2020-twitch-has-biggest-month-to-date-just-chatting-is-the-most-c3a4aa90707

Chase. (2021). State of the Stream for February 2021: Top women streamers are on the rise, chess is a bigger than ever before, and GTA V is the #2 game for 1st time in a long time. StreamElements. https://blog.streamelements.com/state-of-the-stream-for-february-2021-8ba9fcdb9c69

tube. (2020). Marcas. http://2btube.com/marcas/

Batthyány, K. & Cabrera, M. (2011). Metodología de la investigación en Ciencias Sociales. Apuntes para un curso inicial. Montevideo: Universidad de la República.

Costa, J. (2013). Los 5 pilares del branding. Barcelona: CPC Editor.

Grant, J. (2006). Brand innovation manifiesto. How to build brands, redefine markets and defy conventions. shorturl.at/yNRU8n

IAB. (2021). Publicidad digital 2021. shorturl.at/juIZ9

Igartua, J.J. & Rodríguez-De-Dios, I. (2016). Correlatos motivacionales del uso y la satisfacción con Facebook en jóvenes españoles.Cuadernos.info, (38), 107-119. doi: 10.7764/cdi.38.848

EcoDiario. (2018). ASMR: ¿qué son estos vídeos y por qué YouTube se ha llenado de ellos? El Economista.shorturl.at/mFJL5

Luque de Marcos, J., & Baraybar Fernández, A. (2018). Nuevas tendencias en la construcción de marcas: una aproximación al storydoing. Revista Prisma Social, (23), 435-458.https://revistaprismasocial.es/article/view/2745

Marketing Directo. (2021, 4 de enero). Ibai Llanos, el streamer de moda, se convierte también en la estrella de las Campanadas. Marketing Directo. https://bit.ly/3eDVsMh

Martínez, E. (2021). Los ODS como elemento prioritario en las redes sociales de las energéticas. In J., Sierra & A., Barrientos. Cosmovisión de la comunicación en redes sociales en la era postdigital (74-105).

Mir, P. (2016). Brand.com: reputación de marcas y social media. Pamplona: Eunsa.

Thomas, M. (2020, 19 de noviembre). 5 Gen Z marketing strategies to implement in 2021. Later. https://later.com/blog/gen-z-marketing/

Elias, M. (2021). Deseos alcanzables. Blog de Collabora Brands. https://bit.ly/32TfexQ

Frutos, B. de., Pretel, M. & Sánchez, M. (2014). La interacción de los jóvenes con las marcas en las redes sociales: hacia la presencia consentida y deseada. AdComunica, 69-86.

Gutiérrez, J.F. & Cuartero, A. (2020). El auge de Twitch: nuevas ofertas audiovisuales y cambios del consumo televisivo entre la audiencia juvenil. Ámbitos: Revista Internacional de Comunicación, 50, 159-175.

Navarro, M. & Vázquez, T. (2020). El consumo audiovisual de la Generación Z. El predominio del vídeo online sobre la televisión tradicional. Ámbitos: Revista Internacional de Comunicación, 51, 10-30.

Francisco, N. & Rodríguez, A.I. (2020). La innovación de la Televisión Pública Europea en la oferta audiovisual digital: nuevas plataformas para la Generación Z. Revista de la Asociación Española de Investigación de la Comunicación, 7(13), 185-212. https://doi.org/10.24137/raeic.7.13.9

Álvarez, E., Heredia, H. & Romero, M.F. (2019). La Generación Z y las Redes Sociales. Una visión desde los adolescentes en España. Revista Espacios, 40(20), 1-13.

Castelló-Martínez, A. & del Pino-Romero, C. (2019). De la publicidad a la comunicación persuasiva integrada. Madrid: ESIC Editorial.

Reason Why. (2021a, 17 de febrero). La televisión se encuentra con Twitch: Ibai Llanos lleva “First Dates” a su canal. Reason Why. https://www.reasonwhy.es/search/node/ibai

Reason Why. (2021b, 8 de abril). LaLiga innova con Twitch e Ibai Llanos en una retransmisión “histórica”. Reason Why. https://bit.ly/2S6Njs1

Wilson, S. (2021). Where Brands Are Reaching Gen Z. Harvard Business Review. https://hbr.org/2021/03/where-brands-are-reaching-gen-z#

Twitch (2021). Informe de transparencia 2020. shorturl.at/mCI79

Published

2021-07-28

How to Cite

Martínez Estrella, E. C., García Rivero, A., & Bonales Daimiel, G. (2021). Twitch: the key to the new paradigm in brand’s communication. Sphera Publica, 1(21), 89–114. Retrieved from https://sphera.ucam.edu/index.php/sphera-01/article/view/419

Similar Articles

<< < 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.