social, live streaming services, twitch, Gros, HCII, iwhhu, streaming, HHU, Information Science

1. HCII 2018
Daniel Gros, Anna Hackenholt, Piotr Zawadzki, Brigitta Wanner
Heinrich Heine University Düsseldorf
Dept. of Information Science
07/18/2018
Interactions of Twitch Users and Their
Usage Behavior

2. D. Gros et al. Interactions of Twitch Users and Their Usage Behavior 2
Methods
World of Twitch
Conclusion
Findings
Agenda
1.
2.
3.
4.

3. D. Gros et al.
• streamers:
2014: 1.1 million
2016: 2.2 million
• minutes:
2015: 241 billion ≈ 450,000 years
2016: 292 billion ≈ 550,000 years
2017: 355 billion ≈ 675,000 years
• chat messages:
2015: 9 billion
2016: 14 billion
3
World of Twitch: Facts
• charity:
2015: $17 million
2016: $25 million
Interactions of Twitch Users and Their Usage Behavior

4. D. Gros et al. 4
World of Twitch: Example
Interactions of Twitch Users and Their Usage Behavior

5. D. Gros et al. 5
Methods
World of Twitch
Conclusion
Findings
1.
2.
3.
4.
Interactions of Twitch Users and Their Usage Behavior

6. D. Gros et al. 6
3
Methods: Research Model
Interactions of Twitch Users and Their Usage Behavior
• RQ1a: How strong is the desire for involvement and the actual
involvement of Twitch users in a stream?

7. D. Gros et al. 7
3
Methods: Research Model
Interactions of Twitch Users and Their Usage Behavior
• RQ1b: How do socio-demographic factors (gender, age,
education, and profession), the time or money spent on Twitch
influence the desire for involvement in a stream?

8. D. Gros et al. 8
3
Methods: Research Model
Interactions of Twitch Users and Their Usage Behavior
• RQ1c: How does the usage behavior influence the desire for
involvement in a stream?

9. D. Gros et al. 9
3
Methods: Research Model
Interactions of Twitch Users and Their Usage Behavior
• RQ2: How are the interactions between streamer and viewers
perceived?

10. D. Gros et al. 10
3
Methods: Measurements
• rating of the involvement desire
“It is important to me, that I get involved by the streamer.”
“Strongly Disagree” (1) – “Strongly Agree” (5)
*same distance on a scale of sentiments
• mean rank
 significant difference
Interactions of Twitch Users and Their Usage Behavior

11. D. Gros et al.
• Cohen’s d (rd)
• effect size of relations between variables in case of a
significant difference
• weak (rd ≥ 0.1)+, medium (rd ≥ 0.3)++ or strong (rd ≥ 0.5)+++
11
3
Methods: Measurements
Cohen, J.: A power primer. Psychol. Bull., 112, 155–159 (1992).
Interactions of Twitch Users and Their Usage Behavior

12. D. Gros et al.
• When? December 30th, 2015 – February 15th, 2016
• Who? German speaking Twitch viewers and streamers
• Where?
603 participants
12
3
Methods: Online Survey
Interactions of Twitch Users and Their Usage Behavior

13. D. Gros et al.
• 24 streamers
• small (< 3,000 followers)
• middle (3,000 – 14,999 followers)
• large (≥ 15,000 followers)
• each observed for 10 hours
• codebook
13
3
Methods: Observation
Interactions of Twitch Users and Their Usage Behavior

14. D. Gros et al. 14
Methods
World of Twitch
Conclusion
Findings
1.
2.
3.
4.
Interactions of Twitch Users and Their Usage Behavior

15. D. Gros et al. 15
3
Findings: Involvement Desire (RQ1a)
3.03
3.4650%
37%
30%
29%
20%
34%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
streamer
viewer
Involvement Desire
agree undecided disagree
(n = 470)
(n = 133)
mean rank =
288.67***
mean rank =
349.11***
rd = 0.15
Interactions of Twitch Users and Their Usage Behavior

16. D. Gros et al. 16
3
26%
13%
6%
49%
80%
36%
23%
7%
1%
39%
52%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
other
marathon for charity
advertisement for products
making a decision
mentioned in the live-stream
participated in a raffle
How did you get involved by a streamer?
viewer (n = 245) streamer (n = 107)
Interactions of Twitch Users and Their Usage Behavior
Findings: Actual Involvement (RQ1a)

17. D. Gros et al. 17
3
Findings: Socio-Demographic Factors (RQ1b)
Interactions of Twitch Users and Their Usage Behavior
viewer
n = 470
mean rank
(viewer)
streamer
n = 133
mean rank
(streamer)
gender
female 85 242.58 17 68.24
male 381 234.78 116 66.82
no information 4 154.13 - -
age
≤ 18 113 277.31 29 74.74
19-25 235 237.25**+ 65 66.78
26-35 105 200.02***+++ 36 61.65
≥ 36 17 152.47*+++ 3 61.00

18. D. Gros et al. 18
3
Findings: Socio-Demographic Factors (RQ1b)
Interactions of Twitch Users and Their Usage Behavior
viewer
n = 470
mean rank
(viewer)
streamer
n = 133
mean rank
(streamer)
education
still at school 57 284.94**++ 15 90.57
basic school education 11 286.45 9 63.06
high school diploma 66 232.56 25 78.74
adv. tech. col. certificate 59 258.63 23 62.61
European Baccalaureate 175 229.27 41 62.80
Bachelor’s degree 68 214.18 16 49.06
Master’s degree 25 164.54**++ 3 33.00

19. D. Gros et al. 19
3
Findings: Socio-Demographic Factors (RQ1b)
Interactions of Twitch Users and Their Usage Behavior
viewer
n = 470
mean rank
(viewer)
streamer
n = 133
mean rank
(streamer)
profession
unemployed 20 290.50 13 56.88
pupil 93 265.41*+ 18 89.22
vocational training 39 272.13 14 80.00
student 187 227.15 41 61.50
part-time working 17 214.44 4 55.50
full-time working 103 203.02*+ 40 62.98

20. D. Gros et al. 20
3
Findings: Usage Behavior (RQ1b)
Interactions of Twitch Users and Their Usage Behavior
viewer
n = 470
mean rank
(viewer)
streamer
n = 133
mean rank
(streamer)
time
0 – 2 h 152 210.69 21 55.40
3 – 6 h 125 235.64 33 64.61
7 – 12 h 81 245.98 30 70.52
13 – 20 h 53 259.25 23 61.76
≥ 21 h 59 263.41 26 79.98
mo
ney
spent money 125 290.85***+ 65 73.25
did not spend money 345 215.44***+ 68 61.02

21. D. Gros et al. 21
3
Findings: Usage Behavior (RQ1c)
Interactions of Twitch Users and Their Usage Behavior
viewer rs streamer rs
I watch broadcasts of games that I
play, too. 0.076 0.119
do not play. 0.067 0.074
I watch the broadcast and play games concurrent. 0.116** -0.069
I listen to the broadcast and play games concurrent. 0.107* 0.030
I watch the broadcast and use the chat concurrent. 0.476*** 0. 264***
I just use the chat. 0.189*** 0.074
I play games and use the chat concurrent. 0.253*** 0.306***
I just listen to the broadcast. -0.018 0.051
I choose the broadcast depending on the
channel. 0.068 0.202*
streamer. 0.083 0.137
game. -0.094* -0.011

22. D. Gros et al. 22
Findings: Interactions (RQ2)
Interactions of Twitch Users and Their Usage Behavior

23. D. Gros et al. 23
Methods
World of Twitch
Conclusion
Findings
1.
2.
3.
4.
Interactions of Twitch Users and Their Usage Behavior

24. D. Gros et al. 24
Discussion: Conclusion
Interactions of Twitch Users and Their Usage Behavior
higherinvolvementdesire
lowerinvolvementdesire
teenager adult
pupil
full-time
working
streamer viewer
… …

25. D. Gros et al.
participants: German speaking participants
25
Discussion: Limitations
Interactions of Twitch Users and Their Usage Behavior
involvement desire: measured by only one test item
application types: differ from time to time
observation: low number of streamers

26. D. Gros et al. 26
e-mail: daniel.gros@hhu.de
Interactions of Twitch Users and Their Usage Behavior

27. D. Gros et al. 27
Pictures
Interactions of Twitch Users and Their Usage Behavior
Slide 1: Screenshot taken from 26-06-2018: https://www.twitch.tv/directory
Slide 3: https://tonyyang2014.files.wordpress.com/2014/12/twitch2-430x323.jpg?w=300&h=225
Slide 4 & 22: Screenshot taken from 15-01-2017: https://www.twitch.tv/yuuie
Slide 10: http://www.hsni.org/wp-content/uploads/2011/06/Dog-Wearing-Glasses-1600x1200-
e1314133259855.jpg
Slide 12: https://de.facebookbrand.com/assets/f-logo-3
Slide 12: https://brand.twitter.com/de.html
Slide 12: http://www.reddit.com/about/alien/
Slide 12: https://www.twitch.tv/p/brand-assets
Slide 21: https://www.flickr.com/photos/douglastofoli/27880920472