Predicting the financial and viewership success of livestreamers

Abstract

ABSTRACT Through three studies, this paper examines the success of livestreamers, as a function of presentation style (e.g. with or without webcam) triggering parasocial interactions. First, a content analysis confirms that successful livestreamers use voice/webcam features, and those features correlate with increased viewers and followers. Then, an experiment shows that viewers who can hear/see the livestreamer’s voice/webcam report more enjoyment of and support for the livestreamer. Finally, another content analysis confirms that the parasocial presentation style (i.e. with a webcam) is indicative of increased viewers and followers, even when considering two-way social interaction (i.e. naming audience members). In sum, although livestreaming allows two-way interaction, success for livestreamers may be driven by appearing rather than being social. The manuscript focuses on Twitch given its prominence in esports and livestreaming.