The aim of this research is twofold: on the one hand to analyze the new communication and entertainment model represented by live video streaming services on the Internet, with particular reference to the case of the Twitch platform, on the other hand to formulate some hypotheses on the use of Twitch as a channel in support of the communication of the University of Pavia. In the first part of my work I analyze the changes recorded in the last twenty years regarding the use of digital content. In particular, the focus is on the explosion of online streaming services, starting from the evergreen YouTube, pioneer of on-demand content, and then getting to Netflix, Amazon Prime Video, DAZN and Disney +. The second part is dedicated to the story of Twitch and the analysis of its audience. It highlights the supremacy of the platform with regard to the live streaming industry, especially after the pandemic: the advent of Covid had a decisive role in the definitive consecration of the site owned by Jeff Bezos. In the third part of the thesis the functionalities of Twitch are analyzed in detail. On the site purple you can have earnings, which can also become consistent if the streamer should succeed in having a good following. The fact that the platform is populated by many young people pushes many companies to consider Twitch as a site on which to start marketing campaigns: within the elaborated we have proposed some that have been a good success. The complete presentation of the platform was essential to introduce the fast chapter of the work, in which it is suggested the creation of a Twitch channel for the University of Pavia, defining its name, managers, content, graphics and sponsorships. The objectives that the university could pursue with this new means of communication are two: to increase awareness of its brand by also increasing enrollment in the various degree courses and a greater involvement of students in the proposed initiatives, as well as an increase in the visibility of the channel itself.
Lo scopo di questa ricerca è duplice: da un lato analizzare il nuovo modello di comunicazione e intrattenimento rappresentato dai servizi di video live streaming su Internet, con particolare riferimento al caso della piattaforma Twitch, dall’altro formulare alcune ipotesi sull’impiego di Twitch come canale a supporto della comunicazione dell’Università di Pavia. Nella prima parte del mio lavoro analizzo i cambiamenti registrati negli ultimi vent’anni per quanto riguarda la fruizione dei contenuti digitali. In particolare, il focus riguarda l’esplosione dei servizi di streaming online, partendo dal sempreverde YouTube, pioniere dei contenuti on-demand, per poi arrivare a Netflix, Amazon Prime Video, DAZN e Disney +. La seconda parte è dedicata alla storia di Twitch e all’analisi del suo pubblico. Viene evidenziata la supremazia della piattaforma per quanto riguarda il settore dello streaming live, specialmente dopo la pandemia: l’avvento del Covid ha avuto un ruolo determinante per la definitiva consacrazione del sito di proprietà di Jeff Bezos. Nella terza parte della tesi le funzionalità di Twitch sono analizzate nel dettaglio. Sul sito viola è possibile avere dei guadagni, i quali possono anche diventare consistenti qualora lo streamer dovesse riuscire ad avere un buon seguito. Il fatto che la piattaforma sia popolata da tantissimi giovani spinge numerose aziende a considerare Twitch come un sito sul quale avviare campagne di marketing: all’interno dell’elaborato ne abbiamo proposte alcune che hanno riscosso un buon successo. La completa presentazione della piattaforma è risultata indispensabile per introdurre l’ultimo capitolo del lavoro, all’interno del quale viene ipotizzata la realizzazione di un canale Twitch per l’Università di Pavia, definendone nome, gestori, contenuti, grafiche e sponsorizzazioni. Gli obiettivi che l’ateneo potrebbe perseguire con questo nuovo mezzo comunicativo sono due: aumentare la consapevolezza del proprio brand aumentando anche iscrizioni ai vari corsi di laurea e un maggior coinvolgimento degli studenti nelle iniziative proposte, oltre che un aumento della visibilità del canale stesso.
L’ESPLOSIONE DEL LIVE STREAMING: PROGETTAZIONE DI UN CANALE TWITCH PER L’UNIVERSITÀ DI PAVIA
VAROTTO, RICCARDO
2021/2022
Abstract
The aim of this research is twofold: on the one hand to analyze the new communication and entertainment model represented by live video streaming services on the Internet, with particular reference to the case of the Twitch platform, on the other hand to formulate some hypotheses on the use of Twitch as a channel in support of the communication of the University of Pavia. In the first part of my work I analyze the changes recorded in the last twenty years regarding the use of digital content. In particular, the focus is on the explosion of online streaming services, starting from the evergreen YouTube, pioneer of on-demand content, and then getting to Netflix, Amazon Prime Video, DAZN and Disney +. The second part is dedicated to the story of Twitch and the analysis of its audience. It highlights the supremacy of the platform with regard to the live streaming industry, especially after the pandemic: the advent of Covid had a decisive role in the definitive consecration of the site owned by Jeff Bezos. In the third part of the thesis the functionalities of Twitch are analyzed in detail. On the site purple you can have earnings, which can also become consistent if the streamer should succeed in having a good following. The fact that the platform is populated by many young people pushes many companies to consider Twitch as a site on which to start marketing campaigns: within the elaborated we have proposed some that have been a good success. The complete presentation of the platform was essential to introduce the fast chapter of the work, in which it is suggested the creation of a Twitch channel for the University of Pavia, defining its name, managers, content, graphics and sponsorships. The objectives that the university could pursue with this new means of communication are two: to increase awareness of its brand by also increasing enrollment in the various degree courses and a greater involvement of students in the proposed initiatives, as well as an increase in the visibility of the channel itself.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
Per maggiori informazioni e per verifiche sull'eventuale disponibilità del file scrivere a: unitesi@unipv.it.
https://hdl.handle.net/20.500.14239/1919