Fame and fortune, or just fun? A study on why people create content on video platforms

Abstract

Purpose -The purpose of this paper is to examine the motivations behind online video content creation on services such as YouTube and Twitch. These activities, performed by private individuals online, have become increasingly monetized and professionalised through the accessible tools provided by video sharing services, which has presented a noteworthy manifestation of the increasing merger of the work and leisure within digital environments and the emergence of a hybrid form of work and play, playbour. Design/methodology/approach -The data for the study were collected using an online survey of 377 video content creators and it was analysed via structural equation modelling. Findings -The findings of the study indicate that although the practice of video content creation is becoming more commercialised and professionalised, the extrinsic motivations, often associated with work (e.g. income, prestige), remain less significant drivers for content creation than intrinsic motivations (e.g. enjoyment, socialisation), which are associated with leisure activities.Originality/value -This study offers insight into how the authors have begun to reorganise the position in the new digital labour culture, where monotonous tasks are increasingly automated, allowing room for intrinsically driven playful labour to develop within the leisure activities.

Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development

“…It is also emphasized that they very often create their own specific content (user-generated content [65]) to build their reputation, and that they are considered experts in their communities. This type of content is created, inter alia, as a result of the increasing spread of the celebrity culture [66]. According to [57], "influencers are powerful human brands that positively impact the performance of companies associated with them".…”

Exploring the Emerging Domain of Research on Video Game Live Streaming in Web of Science: State of the Art, Changes and Trends

“…Within the overall domain, the four above-mentioned subdomains or areas of specialization can be distinguished. The group of documents or subdomain focused primarily on the streamer employed well-established theories such as self-determination theory [ 53 , 54 ], affordance theory [ 10 ], normative theory of broadcast media [ 55 ], or grounded theory methodological analyses [ 6 , 56 , 57 , 58 ]. The second subdomain, focused on the receiver or the audience, was clearly underpinned by widely-tested theories: uses and gratifications theory [ 7 , 11 , 17 , 18 , 59 , 60 , 61 , 62 , 63 , 64 ], social identity theory [ 65 ], Lasswell formula [ 18 ], self-determination theory [ 18 , 62 , 66 ], theory of flow [ 18 ], compensation theory [ 67 ], social facilitation theory [ 62 ], social support theory [ 68 ], human information theory model [ 69 ], social identity theory [ 69 ], media richness theory [ 63 ], social cognitive theory of mass communication [ 70 ], and interaction ritual chains theory [ 33 ].…”

“…Moreover, qualitative analysis seems particularly suitable for gaining a deeper understanding of complex processes such as the creation of live content or the professionalization of these activities [ 10 , 58 ]. Research taking a quantitative approach is less common, although it includes studies such as those of Zhao, Chen, Cheng, and Wang [ 53 ] and Torhonen, Sjoblom, Hassan, and Hamari [ 54 ], who applied structural equation modeling and analyzed samples of up to 377 content developers. Conversely, in the subdomain focused on the audience, quantitative research prevails, with many studies using structural equation models [ 7 , 59 , 60 , 63 , 64 , 65 , 66 , 70 , 86 ].…”

“…The study of the phenomenon of live streaming becomes multidisciplinary and there is an increase in both the citations of all these new publications and accumulated downloads. Indeed, from this moment on, we observe the emergence of identifiable lines or subdomains of research on the streamer [ 6 , 53 , 54 ], the audience [ 86 , 106 , 107 ], the platform [ 9 , 71 , 117 ], and the streaming process [ 16 , 19 , 95 ]. A ranking of the top three publications in each of the subdomains is included in Table A1 , Appendix A .…”

Information Management and Relations between Polish Enterprises and Clients

“…Here, the feature of flexibility of the organization, but also as the employees that make up its structure, acquires special significance. An example of such relationships are prosumers for whom the received value is, among others, their own contentment, satisfaction, knowledge, and information (Törhönen et al, 2019). The area of intangible benefits seems to be currently underestimated in business operations.…”