Abstract:
Livestreaming digital platforms give rise to unique dynamics affecting interaction, governance, regulation, and monetization. This paper analyzes the ecosystem of internal and external products and services, as well as communities and languages of interaction and communication found on Twitch.tv. A survey of Twitch viewers was conducted to explore different avenues of interaction mechanisms and consumption habits on the platform through a questionnaire distributed to a random group of 300 respondents from 41 countries. The results reveal that the chat becomes a proxy for gauging engagement with the platform, with more active viewers assigning higher value to the chat, being more familiar with Twitch’s emotes and memes, and making more Twitch-informed purchase decisions. The majority of respondents reported finding new streamers to watch on external platforms, while 44% made Twitch-informed purchase decisions. These findings highlight the significance of social functions embedded in digital platform design and offer insights into best practices for brands and businesses wishing to enter the Twitch sphere.
