O impacto do streaming de jogos via twitch na decisão de compra do espectador brasileiro

Abstract

The video game industry grows year after year in revenue and is overcoming the former entertainment giants, such as music and film. Along with this growth, a form of content is gaining strength: games live streaming, with Twitch being the platform considered the most relevant, both in terms of reach and revenue. This work aims to show the impact that Twitch has on the purchase decision of its viewers in Brazil. To reach the objective, bibliographic and field research were carried out, through a digital questionnaire sent to two different groups(streamer Gaules server and to a group from the Digital Media and Systems course). At the end of the research, it was possible to identify that the impact on consumption habits of the content creator on the viewer is present in most of its audience, with demonstrations of direct financial support being the main forms of purchase. However, indications of purchases of products or services outside the platform are present. Also, the viewer tends to approach streams that resemble their tastes. Thus, a marketing strategy, which aims to reach a target audience similar to that of a community, in the middle of Twitch is a good possibility to expand its reach, brand recognition, loyalty and purchase channels.