The one to watch: Heuristic Determinants of Viewership among Influential Twitch Streamers

E. Mitchell Church ()
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E. Mitchell Church: Coastal Carolina University

Electronic Commerce Research, 2024, vol. 24, issue 3, No 12, 1795-1820

Abstract: Abstract Twitch users watched over 1.2 billion hours of streaming video in a single month in 2020, with the vast majority of these hours devoted to videogames. The most popular streamers who create this content are often powerful influencers in a rapidly growing industry, and many industries now see videogame influencer marketing as a key aspect of their marketing mix. However, while some streamers have amassed incredible popularity on Twitch, the factors that drive live-streaming viewership remain poorly understood. This study empirically examines a large population of Twitch streamers to explore this existing gap in the current research and explain how potential viewers make the decision to patronize a Twitch streamer. Using panel data on the actions and characteristics of Twitch streamers combined with other sources, the study identifies the heuristic cues most associated with successful Twitch streamers. Ultimately, the study identifies and evaluates multiple heuristics around Twitch content delivery practices, with significant implications for any live-streaming context.

Keywords: Twitch; Live streaming; Influencer; Fast and frugal heuristics; Poisson Regression (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s10660-022-09589-x

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