Communication and marketing in the era of streaming platforms, the case of Twitch

Abstract

The technological progress and the technical revolution observed in recent years show that companies are tending to break with the image of more traditional media. This has led to the emergence of new digital media including streaming platforms. This is notably the case of Twitch.Tv, a platform bringing together video game broadcasters but also Esport players. This platform has only grown in recent years to become the number one in this field. Indeed, there has been a great increase in the consumption of this type of content and more and more viewers are going on this platform to watch their favourite streamer and thus become part of the community of this streamer. This paper focuses on the impact that a streamer could have on the decisions of his community and thus observe whether the streamer plays an influential role. Influence marketing uses ordinary people who have become known through the creation of content, especially on social networks. The influencer plays an important role regarding the engagement and loyalty of consumers to a brand, to boost brand awareness, and to influence the purchasing decisions of individuals (Brown & Hayes, 2008). In order to test this model as well as the different hypotheses put forward during the realization of this paper, a survey of users of the Twitch.Tv platform was carried out. From this survey, a valid sample of 151 people was kept and will be used to analyse the results.