Abstract

Live streaming is becoming a large industry where the consumption of entertainment in a group setting is becoming more and more popular. As streaming is a new phenomenon, little research has been done into uncovering how the process comes together as a whole. While some research exists into streaming, little has been done into the motivations of the viewers as well as how streamers attract and maintain viewers, two important keys that are essential for the maintenance of a streaming website. A video game streaming website named twitch.tv was examined for this research. Field notes were taken from the website itself and interviews were conducted with both viewers and streamers. Streamers form personal brands in order to attract viewers. The viewers themselves form brand communities and brand publics form over time. Understanding how streams are consumed will give the entertainment industry and streamers information on how to maintain and better serve viewers.