Understanding Characteristics of Popular Streamers on Live Streaming Platforms: Evidence from Twitch.tv

Journal of the Association for Information Systems, Forthcoming

44 Pages Posted: 18 Jun 2019 Last revised: 31 Aug 2020

See all articles by Keran Zhao

Keran Zhao

University of Illinois at Chicago - College of Business Administration

Yuheng Hu

University of Illinois at Chicago, College of Business Administration

Yili Hong

University of Houston - C.T. Bauer College of Business

J. Christopher Westland

University of Illinois at Chicago - Department of Information and Decision Sciences

Date Written: May 15, 2019

Abstract

Live streaming platforms such as Twitch and Periscope have become some of the most popular synchronous social networking services. In order to attract viewers, streamers are motivated to broadcast exciting video content while actively interacting with viewers. The emerging stream of research on the live streaming community has examined the streamers’ motivations and how the viewers react to streamers. However, few studies have focused on understanding the characteristics of popular streamers. Popular streamers create tremendous business value for social media influencer investors, as they have high potential to create persuasive advertisements and endorsements for firms by promoting their products and services. We aim at examining the key characteristics that associate with the streamers’ viewer base, namely their personality, professionalism, and streaming affordance. Based on text mining and analyses of video content, our results show: 1) certain personality traits (such as openness) are negatively associated with both cumulative and current popularity; 2) professional players are more likely to attract a larger viewer base; 3) and the social affordance, including profile building affordance, social connectivity, and social interactivity, is positively associated with both cumulative and current popularity. Our results provide useful insights into measuring and evaluating streamers’ popularity, which in turn generates actionable strategies for social media influencer investors and platform operators.

Keywords: Live Streaming, Personality, Streamer, Popularity, Video analysis, Text Mining

JEL Classification: Y9

Suggested Citation

Zhao, Keran and Hu, Yuheng and Hong, Yili and Westland, J. Christopher, Understanding Characteristics of Popular Streamers on Live Streaming Platforms: Evidence from Twitch.tv (May 15, 2019). Journal of the Association for Information Systems, Forthcoming, Available at SSRN: https://ssrn.com/abstract=3388949 or http://dx.doi.org/10.2139/ssrn.3388949

Keran Zhao (Contact Author)

University of Illinois at Chicago - College of Business Administration ( email )

601 South Morgan Street
UH2401
Chicago, IL 60607
United States

Yuheng Hu

University of Illinois at Chicago, College of Business Administration ( email )

601 S Morgan St
Chicago, IL 60607
United States

HOME PAGE: http://yuhenghu.com

Yili Hong

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

J. Christopher Westland

University of Illinois at Chicago - Department of Information and Decision Sciences ( email )

University Hall, Room 2404, M/C 294
Chicago, IL 60607-7124
United States

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