Week 10- Game Streaming and Digital Society: At the Forefront of Audience Connectivity and Monetization
A New Era of Broadcasting and Viewing: The Versatility of Game Streaming Platforms
A game streaming platform is a service that allows users to broadcast and watch gameplay footage to others in real time (Zine 2024). Here, viewers can share their opinions and impressions using comment sections and chats, and the broadcaster responds accordingly, enabling two-way communication between the broadcaster and the viewer, creating a more interactive space. In addition to real-time broadcasts, the archive function allows users to save and watch recordings after broadcasting. Furthermore, monetization can be achieved by utilizing this platform. Ad revenue, sponsorship, and tipping between broadcasters and viewers are some of the means to achieve this.
The two giants of game streaming: Twitch and YouTube Gaming: their functions and potential
The first major game streaming platform is Twitch. Twitch is a major game streaming platform used by approximately 7 million streamers per month, and it has an environment where it is easy for existing popular streamers as well as newcomers to gain an audience. Real-time chat integration allows two-way communication between viewers and streamers and improves the viewing experience and discoverability through features such as extensions, stories, and discovery feeds. In addition, analytics functions allow broadcasts to be tailored to viewers' preferences, and monetization methods such as subscriptions, bits, and ads are also abundant. Twitch continues to grow as a platform that achieves both interactivity and monetization (Siuty 2025).
Second, YouTube Gaming is an excellent platform for streamers to connect with large audiences and grow their channels through various content formats (live broadcasts, on-demand videos, short videos, etc.). By utilizing comment replies and the community tab, you can strengthen your relationship with your viewers. In terms of monetization, various methods are available, such as advertising revenue, super chats, channel memberships, and affiliates, so you can expect stable revenue. Short content is effective in acquiring new viewers (Siuty 2025).
China's Game Streaming Culture: New Forms of Civic Engagement Under Regulation
In China, due to strong government regulations and censorship, streamers are subject to certain restrictions on their speech and content, but at the same time, they bear social responsibility as those who influence many viewers (Cunningham, Craig & Lv 2019). In addition, interactive exchanges with viewers (chat, tipping, reactions, etc.) are developing the streaming itself. Such movements are creating a new form of engagement as citizens, where their position and voice are reflected in society through online expression and engagement.
References:
Cunningham, S, Craig, D & Lv, J 2019, “China’s livestreaming industry: platforms, politics, and precarity,” International Journal of Cultural Studies, vol. 22, no. 6, pp. 719–736, viewed 7 June 2025, https://doi.org/10.1177/1367877919834942.
Siuty, L 2025, “Best streaming platform for gaming,” SteelSeries, 24 February, viewed 7 June 2025, https://steelseries.com/en-gb/blog/best-streaming-platform-for-gaming?srsltid=AfmBOorZ8gS1wca_rJ6XN4nbvRrkcTkTpp4j4Zp_VlDcOUOsVziNkg-4.
Zine, D 2024, “Game streaming platforms: Changing the way we play,” SDLC Corp, viewed 7 June 2025, https://sdlccorp.com/post/game-streaming-platforms-changing-the-way-we-play/.
