Analysis of Video Game Streaming on Consumer Behavior and Digital Marketing Strategies

Introduction

Video game streaming, often referred to as “game streaming” has become an integral part of a gaming culture that is at the core in entertainment and has seen exponential growth for certain population segments. Platforms like Twitch have allowed gamers to stream their gaming sessions in real-time, giving viewers the opportunity to watch and participate in real-time. This phenomenon has given rise to a new category of media figures, known as “game streamers” who have achieved celebrity status and built communities of loyal followers.

The phenomenon has burst into various areas, thanks to technological evolution and a growing global interconnection. A live transmission of content through digital platforms has become an essential component of entertainment, communication, and marketing, significantly affecting consumer perceptions and behaviors. Streaming has not only transformed the way audiences consume media content, but it has also given rise to new forms of digital advertising and marketing (Duhaime et al., 2020).

Video games growth in terms of popularity and reach, from a form of niche entertainment, to a wide extension into a mass of demographics. The evolution of video games has gone beyond traditional consoles to encompass a variety of digital platforms, including personal computers and mobile devices. Gamers, who are passionate about video games, have built network communities and have played an important role in spreading the word about their core interest and passion, around video games.

Some of the questions arising from the exponential growth and massive popularity, are related to marketing and its relation to everyday interactions with the screen; in particular, considering the effect recreated by streaming, and with a focus on game streamers, how this layer of communications integrate with and impact consumer behavior and digital marketing strategies? To answer this question, this research combines quantitative and qualitative analyses, to explain the relationship between streaming and consumer behavior; delving into areas such as the influence of video game streamers on the perception of consumers and brands, the effectiveness of advertising on streaming platforms, and the trust placed in streamers as brand ambassadors. In addition, it aims to examine the diversity of streaming platforms used by consumers and their impact on brand perception.

At a time when streaming is deeply pervasive and has transformed media and digital marketing, this research seeks to provide a solid understanding of how this trend affects consumer perceptions and behaviors. The results of this study will not only be relevant to the academic community and marketing research but will also offer businesses and advertisers insights into how to adapt their strategies to the age of streaming and digital interaction. On the other hand, according with Statista (2024) more and more hours are dedicated to watching live video game streams. Profiles such as Ninja and Dream, who have managed to create a large community on YouTube and Twitch, concentrate millions of people in front of their computer screens every time they broadcast their Fortnite or Minecraft games. In addition to the content created by these gamers, there is also content linked to e-sports. It is no coincidence that eSports, also known as electronic sports had more than 530 million viewers globally in 2022.