Dreaming of Stardom and Money: Micro-celebrities and Influencers on Live Streaming Services

Abstract

Social live streaming services (SLSSs) are social media, which combine Live-TV with elements of Social Networking Services (SNSs). In social media and thus also in SLSSs, the so-called influencer and micro-celebrities play an important role, but to what extend are SLSSs’ streamers motivated by fame or financial gain? We conducted a content analysis in order to investigate SLSSs’ streamers (n = 7,667) on Periscope, Ustream and YouNow in respect to their general characteristics and streaming motivation being fame and financial gain. We have developed a research model referring to the platform used by the streamers, their gender, origin, age and streamed content (general characteristics), as well as the motivational aspects. Streamers of Ustream are mostly motivated by financial gain, whereas YouNow broadcasters seek to be famous. Considering the streamers age, older generations (Gen X, Silver Surfers) aspire after financial gain. With progressing age the motivation to become a star decreases. Mostly streamed content by streamers motivated by money is entertainment media. For streamers wanting to become a star chatting and making music are the preferred content categories.