Magma study shows that 90% of respondents use the service in the same amount or more often than before March 2020, in the pre-pandemic
Twitch users use the platform for an increasingly diverse purpose, ranging from esports events to live music concerts and festivals. This is what the study “The Peak of Livestreaming” points out, by Magna, a company specialized in research by Mediabrands.
According to the survey, Amazon’s tool, in particular, is in line with the expansion of streaming – 90% of respondents, for example, report using the service as much or more often than before March 2020, in pre-pandemic.
An interesting fact that the research brings is about the sense of community. 93% of respondents responded that Twitch content helps them feel included. Gen Z audiences, the study says, have a genuine connection to content creators and are looking for ways to support these professionals.
“The most interesting finding of the study is the sense of community that comes from live streaming. In a hyper-connected world, creating communities can be very challenging. However, the power of live streaming has created a space where people can create unique connections and share more than just content,” says João Dabbur, General Manager of Magna Brasil.
A feature that, according to him, can represent “a great opportunity” for the establishment of connections between brands and creators.
The study also shows that users have similar levels of openness to advertisements. Messages read by influencers are just as accepted (49%) as those offering a free service to watch the ad (51%).
