The development of digital economies, digital environments and digital collaborative cultures has enabled entrepreneur-like content creation and distribution through digital platforms and new media. In recent years the profession of livestreamers has become increasingly more popular. This study attempts to find out the factors behind livestreamers value-creating processes as well as how these processes help them stay relevant in the future. To do this, we have conducted a couple of interviews with up-and-coming streamers. In addition to this we have also orchestrated several observations on some of the most successful streamers. In these observations we applied the use of the framework Business Model Canvas. The results from our completed data collection presents several different factors behind value creation in streaming.  The conclusion we made which was based on the analysis of our result are divided into four significant factors. These are interaction, motivation, marketing and external communication, as well as personality and competence. We hope that our findings can help define and explain the value-creating processes in streaming.

En undersökning av hur online-exponering påverkar kreativa processer. Genom att arbeta i en öppen live-stream har Jerker Österlind inför publik skapat en EP under 30 Twitch-sändningar. Denna text utforskar effekterna av att bjuda in åskådare till vad som brukar ske bakom stängda dörrar, hur det musikaliska resultatet påverkas, hur arbetsprocessen förändras och funderingar om hur livestreaming kan ge nya möjligheter för marknadsföring och karriär. https://open.spotify.com/album/18uGeyxD00Ssayi1exCCJo?si=qbFel0xUTaeF4rXiwlR2GQ / An inquiry about the impacts of online exposure on creative processes. By working in a public livestream, Jerker Österlind has made an EP in front of an audience during 30 Twitch broadcasts. This text explores the effects of inviting an audience to things that usually take place behind closed doors, how the musical result is affected, how work methods are changed and how livestreaming can open up new opportunities for marketing and careers.  https://open.spotify.com/album/18uGeyxD00Ssayi1exCCJo?si=qbFel0xUTaeF4rXiwlR2GQ / <p>Arbetet presenteras i form av en EP med fem spår. Alla instrument är spelade av J. Österlind.</p><p>Musiken kan höras här:</p><p>https://open.spotify.com/album/18uGeyxD00Ssayi1exCCJo?si=qbFel0xUTaeF4rXiwlR2GQ</p><p>och här:</p><p>https://mudbody.bandcamp.com/album/underachieve-ep</p>

El objetivo de este trabajo es investigar si el Engagement del Livestreaming tiene relación y puede llegar a influenciar el proceso de decisión de compra de videojuegos de la categoría FPS en PC en hombres y mujeres de 20 a 30 años de edad en la zona 7 de Lima Esta investigación describe y correlaciona elementos modernos digitales como el Livestreaming y bases del Marketing como lo es el proceso de decisión de compra, buscando una relación entre ambas variables, para llegar al resultado se saber si la primera puede influir en la segunda. Para esto se realizará una investigación a profundidad de los temas que conforman ambas variables. Además de un estudio cualitativo de campo para comparar la teoría con la realidad. Por otro lado, el análisis cuantitativo nos ayudo a ver como se esta aplicando estos conceptos en la ciudad donde se realizo el estudio. En lo que concierne a lo cualitativo, se empleara la entrevista a profundidad con consumidores de videojuegos FPS y que también sean espectadores constantes del Livestreaming, y también se buscara a la opinión de expertos en el tema. Por otro lado, en lo cuantitavo se realizaron encuestas para conocer más sobre los consumidores y como reaccionan frente al Livestreaming. / The objective of this thesys is to investigate if the engagement of the livestreaming is related to the influence the decision – making process of videogames for men and women in Lima. This research describes and correlates modern digital elements such as Livestreaming and the marketing process of decision of purchase a product, and trying to bet a correlation between this to variables and to know if the first con influence the second one. For this we realize a qualitative research with deep interviews to the customers and interviews with expert in the subject. In the other hand the quantitative research was based on polls with questions related to the subject and to know if the two main subjects of the team are related. / Trabajo de investigación

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The research in this study aims to investigate the effectiveness of Twitch’s current advertising option, which includes mid-roll, pre-roll, and sponsored streams. It will focus on usefulness of content, brand credibility, purchase intent, and streamer credibility. Twitch has seen a surge in growth and attention in recent years, with an average of 31 million daily visitors and 1.3 trillion minutes watched globally in 2021 alone (Twitch Sales, 2022). However, despite Twitch’s growing popularity as an entertainment and entrepreneurship platform, little research has been conducted on the impact of its advertising options on brand perception. This study seeks to address this gap in literature by examining the effect of mid-roll, pre-roll, and sponsored streams on Twitch’s unique community-driven audience. To achieve this, the study employed a mixed-methods approach, utilizing both quantitative and qualitative data collection methods. First, a pre-survey was administered to participants to gather data on demographics, video game usage, and experience with Twitch.tv. Participants were then shown a 5-minute video containing different types of Twitch ads. After viewing the video, participants completed a post-survey to measure perception of their purchase intent and brand credibility. Overall, the study aims to provide valuable insights for marketers and advertisers looking to leverage the growing popularity of Twitch as an advertising platform.