Social motivations of live-streaming viewer engagement on Twitch

Research output: Contribution to journalArticleScientificpeer-review

Researchers

  • Zorah Hilvert-Bruce
  • James T. Neill
  • Max Sjöblom
  • Juho Hamari

Research units

  • University of Canberra
  • Tampere University of Technology
  • Tampere University
  • University of Turku

Abstract

Little is known about the motivations underlying viewer engagement in the rapidly growing live-streaming multimedia phenomenon. This study trialled an eight-factor socio-motivational model, based on Uses and Gratifications Theory, to explain four aspects of live-stream viewer engagement. Cross-sectional data was collected through an international, online self-report survey of Twitch users (N = 2227). Multiple and ordinal linear regression analyses identified six motivations which helped to explain live-stream engagement: social interaction, sense of community, meeting new people, entertainment, information seeking, and a lack of external support in real life. Compared to mass media, viewer motivations to engage in live-stream entertainment appear to have a stronger social and community basis. Furthermore, live-stream viewers who preferred smaller channels (<500 viewers) were more motivated by social engagement than viewers who preferred larger channels. These findings offer insight into the motivations for live-stream engagement, and help to lay a foundation for further research.

Details

Original languageEnglish
Pages (from-to)58-67
Number of pages10
JournalComputers in Human Behavior
Volume84
Publication statusPublished - 1 Jul 2018
MoE publication typeA1 Journal article-refereed

    Research areas

  • eSports, Motivation, Social media, Streaming, Twitch, Uses and gratification

ID: 18143849