In a world where live streaming is becoming increasingly popular and platforms like Twitch can attract several billion in revenue, it is important to look at what drives live streamers to adopt live streaming sites, and what keeps them engaged.
This thesis focuses on two embedded case studies of live streaming platforms: Beam and Twitch. Throughout this paper it will be investigated what factors influence the adoption of live streaming platforms for live streamers, and furthermore it will be analysed what keeps them engaged. From the literature key concepts have been chosen, and from them a conceptual model has been created in order to structure the thesis. Concepts include, but are not limited to: Online communities, digital customer relationships, user-generated content and social strategies.
The findings showed that several factors impacted the adoption and engagement of live streamers, and not just one element alone. The most significant findings from the analysis were that online communities and digital partnerships were the concepts that mattered the most. Both when it came to the adoption of platforms, but also as regards engagement.
My segment of streamers involved themselves in the community more than anything else, and monetization of their channels didn’t play as big a role as one would have expected. If a company or organisation were to create a digital live streaming platform, the focus should be around community and a “VIP” system such as partnerships.
|Uddannelser||Cand.merc.it Business Administration and Information Systems, (Kandidatuddannelse) Afsluttende afhandling|