Live Streaming as a Career: A Qualitative Analysis of the Growth and Challenges of Live Streamers
Author
Halldorsson, Kjartan Orri
Term
4. Semester
Publication year
2023
Submitted on
2023-06-01
Pages
50
Abstract
This thesis examines how live streaming can be developed into a sustainable career on Twitch.tv by identifying common growth patterns among leading streamers. Motivated by limited academic guidance, it asks: "What are the common steps in live streamer growth on Twitch.tv, and which theories and research can explain them?" Using an inductive, qualitative approach, the study analyzes the top 100 Twitch streamers in May 2023 and situates observations within marketing, branding, innovation, and influencer literature. The analysis suggests that successful streamers progress through stages of brand development, audience management, networking, and periodic reinvention. The study also highlights substantial exposure to stress and abuse, with potential harms to mental health. As a preliminary piece of research, it aims to outline a theory-informed model to help aspiring streamers navigate growth more sustainably within the Twitch ecosystem.
Denne afhandling undersøger, hvordan live streaming kan udvikles til en bæredygtig karriere på Twitch.tv ved at identificere fælles vækstmønstre blandt de største streamere. Motiveret af mangel på akademisk vejledning formuleres spørgsmålet: "Hvad er de fælles trin i live streamerens vækst på Twitch.tv, og hvilke teorier og forskning kan forklare dem?" Med en induktiv, kvalitativ tilgang analyseres de 100 største Twitch-streamere i maj 2023, og observationerne sættes i relation til litteratur om marketing, branding, innovation og influencers. Analysen antyder, at succesfulde streamere gennemgår faser med brandudvikling, publikumsstyring, netværk og periodisk reinvention. Studiet fremhæver også betydelig eksponering for stress og misbrug med potentielt skadelige følger for mental sundhed. Som et foreløbigt arbejde sigter afhandlingen mod at opstille en teoriunderbygget model, der kan hjælpe håbefulde streamere med at navigere deres vækst mere bæredygtigt.
[This apstract has been generated with the help of AI directly from the project full text]
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