Streaming Platform Breaks Records Amid the COVID-19 Pandemicĭue to the effects of coronavirus, Twitch saw a remarkable increase in traffic and viewership. In these streams, parasocial relationships, or one-way relationships, form between the viewer and streamer, allowing for meaningful community growth (Lin et al, 2019). Whether it’s a “thank you” for a subscription or a donation read aloud, these engaging moments allow for direct interaction, where for at least a few seconds, the stream could be about one viewer. Influenced by sociologist Erving Goffman’s dramaturgical analysis, the streamer “performs play” as they narrate their streaming performance (Pellicone, 2017). Live streaming communities are powerful social forces. Streamers are often tapped for influencer marketing opportunities as community sizes range from hundreds to the millions. To promote the stream, most content creators have a private community on Discord and utilize channels like Facebook, Instagram, TikTok, and Twitter to feature clips from their streams, fan-art, merchandise, and viewer-generated content. You can start a “Hype Train” to encourage others to donate, or you can cheer on your favorite streamer with “bits,” a unique currency. There is plenty of opportunity for interaction during a stream the audience interacts with the streamer by chatting, using custom-made emotes, and donations are gamified. Live streaming is when a content creator, or “streamer,” broadcasts video on a platform, for instance, the popular Amazon-owned (Twitch) for gamers. This buzzworthy medium has turned heads with politicians, professional sports leagues, and even state governments utilizing live streaming in their communication strategies. As we live in a digital world that craves video content, it’s no surprise that live streaming or “streaming” is an evolving media type and emerging workforce.
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