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You pay I play: Microdonationer kring Twitch.tv med fokus på tittarna
University West, Department of Economics and IT, Division of Media and Design.
University West, Department of Economics and IT, Division of Media and Design.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
You pay I play (English)
Abstract [sv]

Sedan Twitch startade sin livestreaming site 2011 så har livestreaming vuxit otroligt fort. År 2014 hade Twitch 100 miljoner unika tittare varje månad. De som streamar på Twitch är allt från esport spelare till personer som streamar för nöjets skull. Idag finns det streamers som inte jobbar utan livnärar sig på att streama och få microdonationer från sina tittare. Vi är nyfikna på hur en streamer kan leva genom att bara spela datorspel. De samlar på sig en publik som återkommer så fort streamern börjar streama. Utöver reklam på deras sida så får streamers in microdonationer via sina tittare. Dessa microdonationer står för en stor del av deras inkomst.

Vi har valt att fokusera extra på de som tittar och inte de som streamar. Hur kommer det sig att någon kan tänka sig att donera pengar till en streamer? Vi har då valt att göra en enkät om motivation och microdonationer som Twitchtittare kommer svara på.

I vår undersökning så var det endast 36.5% som spenderade mindre än 4 timmar per vecka på Twitch, restrerande svar var från personer över 4 timmar. Enligt vår undersökning så påverkas många inte av andra när det kommer till val av streams. Många väljer stream på grund av att streamern är underhållande eller att man spelar likadana spel som streamern. Trots att vissa personer i undersökningen spenderar mycket tid på Twitch så donerar de inte ofta. 43% har varken donerat eller subscribat till en stream innan. Endast 5.5% donerar mycket (över 10 $) och ofta. Enligt vår undersökning så har endast 56.1% donerat eller subscribat till en stream innan. Man får ta hänsyn till att 75,6% är ungdomar under 24 år och kanske inte har en inkomst, därav är det svårt att donera trots att man vill. Trots att många donerar väldigt små summor så finns det personer som donerar otroligt stora summor där en streamer kan nästan hamna i chocktillstånd.

Det fanns ett antal olika faktorer som motiverade personer att donera sina pengar till streamers. De tre mest framstående faktorerna var "Entertaining streamer" en streamer som engagerar publiken och får dem att skratta, "I play the same game" tittarna känner igen spelet och spelar det under sin egen tid och "I want to learn something" tittarna vill förbättra sina egna färdigheter och lära sig något nytt. Mer än hälften av de personer som svarat skulle vara villiga att spendera minst 10 dollar i månaden på Twitch relaterat material. De flesta av de personer som svarade var män och cirka 1525 år. “Benefits” dvs få något i utbyte mot en donation hade en mycket lägre effekt på folks motivation än väntat.

Abstract [en]

Since Twitch started its livestreaming site in 2011 live streaming have grown incredibly fast. In 2014 Twitch had 100 million unique viewers monthly. The streams on Twitch range from esports players to people streaming for fun. Today there are streamers that are not working but instead create a living based on streaming and micro donations from its viewers. We are curious and want to explore how a streamer can live just by playing computer games. They accumulate an audience who will return as soon streamer begins streaming. In addition to advertising on their page to get streamers into micro donations through their viewers. These micro donations account for a large portion of their income.

We focus on those watching rather than those who stream. How is it that someone would be willing to donate money to a streamer? We then decided to do a survey on motivation and microdonations Twitch viewers will answer. The questions is focused on what kind of genre, user prefer to watch and and what motivates them to donate.

In our study, it was only 36.5% who spent less than 4 hours per week on Twitch, the rest of the responses were from people who spent over 4 hours. According to the responses of our survey people were not affected by others when it came to the choice of stream to watch. Many people choose the stream due to the streamer being entertaining or playing the same game as the streamer. Even if the people who answered our survey spent alot of time on Twitch only a part of them choose to donate 43% of them have neither donated or subscribed to a stream before. Only 5.5% donates much (over $ 10) and often. According to the answers only 56.1% have donated or subscribed to a stream before. We must take into account that 75.6% are young people under 24 years old and may not have an income, hence it is difficult to donate despite the fact that they want. Although many are donating very small sums, there are people who donate incredibly large sums which a streamer can almost fall into a state of shock.

There was a number of different factors that motivated people to donate their money to streamers. The three most prominent factors were “Entertaining streamer” a streamer who engages the audience and makes them laugh, “I play the same game” the viewers recognize the game and play it during their own time and “I want to learn something” the viewers want to improve their own skills and learn something new. More than half the people who responded would be willing to spend atleast 10$ a month on Twitch related material. Most of the people who answered were men and around 1525 years. Benefits i.e getting something in return for a donation had a much lower impact towards motivating people than expected.

Place, publisher, year, edition, pages
2015. , 49 p.
Keyword [en]
Live streaming, Twitch, Gaming, E-sport, Streaming, crowdfounding, microdonation
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hv:diva-8370Local ID: EXC509OAI: oai:DiVA.org:hv-8370DiVA: diva2:858558
Subject / course
Media informatics
Educational program
Digitala media
Supervisors
Examiners
Available from: 2015-10-06 Created: 2015-10-02 Last updated: 2015-10-07Bibliographically approved

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