Recent research from the University of Oregon suggests that traditional news outlets and modern digital influencers are employing innovative strategies on Twitch to attract users who seek interactive engagement with content.
“Twitch could be a boon to traditional news organizations for additional income and audience engagement,” the authors explain. “Our research shows journalists could embrace new practices that are increasingly important to build public trust.”
Reshaping the landscape
The study highlights the landscape of digital platforms like Twitch is reshaping the intersection of live streaming, entertainment, and journalism. This evolution, as noted by the authors, necessitates unconventional journalistic approaches to garner popularity and revenue while fostering robust public engagement.
The emergence of platforms such as Twitch, YouTube, and TikTok is fundamentally altering the concept of “live” news delivery, a shift that holds profound implications for the future of journalism, remarks Foxman.
Streamers in the digital realm are transcending traditional journalistic norms to foster deep audience engagement, co-creating narratives of truth and trust outside the confines of established news institutions.
With a closely contested presidential election looming in November, news organizations must acknowledge the growing influence of platforms like Twitch in courting younger demographics. These audiences, prone to consuming news from streamers with distinct perspectives, possess the potential to sway electoral outcomes.
Twitch, boasting a formidable presence in the realm of live video platforms with 1.6 billion hours of monthly content, predominantly caters to users aged 25-34. While gaming remains its primary focus, the platform is increasingly serving as a conduit for news and information dissemination.
New media
The researchers delved into the impact of Twitch on journalistic practices through an analysis of three distinct channels: The Washington Post representing traditional journalism, Hasan Piker as a left-leaning political influencer, and Patriots’ Soapbox, a platform aligned with the pro-QAnon movement.
Over the span of roughly 1,000 hours from June 2020 to June 2021, the researchers observed Twitch’s coverage of significant events such as President Donald Trump’s first impeachment and the Capitol riots.
A notable divergence among the channels lay in their management of audience interaction. Twitch’s unique live chat feature fosters real-time communication between viewers and streamers, fundamentally altering the dynamics of news consumption. This “liveness” redefines the concept of live news as audiences actively contribute to content creation and analysis alongside the streamer, necessitating operational decisions to balance engagement with editorial integrity.
Piker embraced this interactive dynamic, addressing viewer queries in real time during his broadcasts. This approach not only resonated with audiences but also served as a financial incentive, driving revenue through advertisements, subscriptions, and donations (“Bits”). Piker’s monthly earnings, estimated at around $65,000, underscore the lucrative potential of audience engagement.
Taking audience participation a step further, Patriots’ Soapbox occasionally enlisted fans to host the channel, blurring the lines between media consumption and production while reinforcing shared ideological values.
Different approaches
Among the three channels, only The Washington Post adopted a distinct approach by segregating hosts’ video presentations from audience dialogue in the chat room. While a reporter engaged with and responded to the audience in chat, hosts refrained from on-air responses.
The researchers believe this is a missed opportunity for enhanced engagement. In an era where host-audience interaction is paramount for cultivating public trust, this separation may alienate users accustomed to more interactive formats.
Social media dynamics increasingly emphasize such interplay, contrasting with the traditional model where journalists deliver news unilaterally, leaving audiences solely as consumers.
A fresh role
Furthermore, The Washington Post’s content on Twitch diverged significantly from its traditional journalistic role. Through segments like “Playing Games with Politicians,” featuring US congressional representatives such as Matt Gaetz playing video games like Madden NFL while fielding political questions, the newspaper garnered substantial popularity.
This unconventional approach eclipsed content aligned with traditional journalism formats, such as political commentary and talk shows, underscoring the evolving nature of news consumption preferences.
“Games and the news may seem like they are disconnected, but often economically, socially, or culturally, they interact,” the researchers conclude.
