Using Uses and Gratifications Theory to Create a Successful Twitch Channel

Abstract

Twitch.tv has steadily gained popularity since its debut on the social media scene in 2011. Bringing a new live element to typical content creation, Twitch fosters a dynamic relationship between content creators, known as streamers, and their audience of viewers. This unique relationship allows direct, real-time communication between content creators and viewers, allowing viewers to directly influence the content that is broadcast. Uses and gratifications theory states that users will seek the most efficient tool to gratify their needs. Once a content creator defines the primary motives of Twitch users, they can adjust their content to gratify the audience’s needs. By viewing Twitch through the lens of uses and gratifications theory, one can construct a Twitch channel that will quickly achieve success. In this case, I have created Zero Lives Gaming, a twitch channel that can be found at twitch.tv/zero_lives_gaming