Adapting TV formats to Twitch: the case of “One, two, three... answer again”

Abstract

Introduction: The adaptation of traditional television programmes to streaming platforms such as Twitch poses significant challenges and opportunities. This study analyses the adaptation of the Spanish programme “Un, dos, tres... responda otra vez” to Twitch, assessing the differences between the two media and the challenges in creating communities around a classic format. Methodology: Mixed approach, including a literature review on content migration and media hybridisation, an in-depth interview with Alejandro Ibáñez, director of the adaptation, and a comparative analysis of the original and adapted versions of the show, focusing on structure, production and content. Results: The adaptation kept most of the elements of the classic format, but some significant aspects were removed and new blocks and sponsors were added, increasing the length of the programme. Interactivity, fundamental to Twitch, was limited, which affected the connection with the audience. Discussions: Media convergence has transformed media consumption, with Generation Z showing a clear preference for interactive and on-demand content. Adaptation underestimated these behavioural changes, maintaining a rigid structure that did not resonate with Twitch's audience. Conclusions: The adaptation of ‘One, two, three... answer again’ to Twitch highlights the need to modernise traditional formats and collaborate closely with content creators on the platform. Future adaptations should fully integrate elements of interactivity and flexibility to attract and retain the audience of digital platforms.