Twitch, la televisión de la generación Z

Carlos Jiménez-Prado

doi:10.31637/epsir-2024-626

Authors

Carlos Jiménez-Prado Universidad Autónoma de Occidente https://orcid.org/0000-0002-7039-4637

DOI:

https://doi.org/10.31637/epsir-2024-626

Keywords:

Twitch, SLSS, streamer, content, audiovisual, platform, streaming, IRL

Abstract

Introduction: For gen Z, streaming is a new concept of what it is to watch television. The streaming era is marked by changing trends in audiovisual distribution and advertising models. SLSS social live streaming services emerge from online multimedia communities. Twitch, has evolved to become the second most popular SLSS live streaming social service in terms of viewership. This work focuses on streamers who create content in Spanish in the IRL (In Real Life) category. Methodology: The present work is based on a mixed methodology that included an exhaustive review of the literature and in-depth interviews in Cali, Colombia. Results: Colombian streamers are closer to their community, the interactions are more genuine and the slang helps with this connection. Discussions: Could Twitch be the emergence of a new ad-free standard in the audiovisual production and distribution industry, parallel to that of television and other platforms? Conclusions: Twitch presents potential for colombian streamers because countries like Chile and Peru, with fewer inhabitants, provide even twice as many Top streamers in the IRL category.

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Author Biography

Carlos Jiménez-Prado, Universidad Autónoma de Occidente

Professor of Advertising and Marketing at the Faculty of Administrative Sciences of the Universidad Autónoma de Occidente in Cali, Colombia. MBA from the Politecnico di Milano and professional in Marketing and Advertising from the Politecnico Grancolombiano. Consultant, researcher, lecturer, organizer of workshops and conferences on leadership, business, Design Thinking and advertising. His research focuses mainly on new media and the evolution of audiovisual distribution as an advertising medium, webseries, branded content, the advertising community in Colombia, territorial marketing, social marketing to educate about the advertising of ultra-processed products and the evolution of the household cleaning category. He is a member of the GIMPU research group.

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