Audience Management Practices of Live Streamers on Twitch

Donghee Yvette Wohn, Guo Freeman

Research output: Chapter in Book/Report/Conference proceedingConference contribution

4 Scopus citations

Abstract

Live streaming is a unique medium that merges different layers of communication by facilitating individual, group, and mass communication simultaneously. Streamers who broadcast themselves on live streaming platforms such as Twitch are their own media entity and have the challenge of having to manage interactions with many different types of online audiences beyond the translucent platform interfaces. Through qualitative interviews with 25 Twitch streamers, in this paper we share streamers' practices of discovering audience composition, categorizing audience groups, and developing appropriate mechanisms to interact with them despite geographical, technological, and temporal limitations. We discuss streamers' appropriation of real-time signals provided by these platforms as sources of information, and their dependence on both technology and voluntary human labor to scale their media entity. We conclude with design recommendations for streaming platforms to provide streamer-centric tools for audience management, especially for knowledge discovery and growth management.

Original languageEnglish (US)
Title of host publicationIMX 2020 - Proceedings of the 2020 ACM International Conference on Interactive Media Experiences
PublisherAssociation for Computing Machinery, Inc
Pages106-116
Number of pages11
ISBN (Electronic)9781450379762
DOIs
StatePublished - Jun 17 2020
Event2020 ACM International Conference on Interactive Media Experiences, IMX 2020 - Barcelona, Spain
Duration: Jun 17 2020Jun 19 2020

Publication series

NameIMX 2020 - Proceedings of the 2020 ACM International Conference on Interactive Media Experiences

Conference

Conference2020 ACM International Conference on Interactive Media Experiences, IMX 2020
Country/TerritorySpain
CityBarcelona
Period6/17/206/19/20

All Science Journal Classification (ASJC) codes

  • Computer Graphics and Computer-Aided Design
  • Human-Computer Interaction

Keywords

  • Twitch
  • audience management
  • live streaming
  • self-presentation

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