TY - GEN
T1 - Breaking the Stream
T2 - International Conference on Communication and Applied Technologies, ICOMTA 2024
AU - Guerrero, Mayra
AU - Arbaiza, Francisco
AU - Caro-Castaño, Lucía
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.
PY - 2025
Y1 - 2025
N2 - This study examines the perception of Peruvian viewers, between 18 and 25 years old, about intrusive advertising in live broadcasts of the popular streaming site, Twitch. Using a qualitative approach, we analyzed reactions and opinions to embedded advertising segments, commonly referred to in the platform’s jargon as “rolls”. This term refers to ads that interrupt regular broadcasts, and it is crucial to understand their impact on the viewer’s experience. The results indicate a clear trend of dislike towards the intrusiveness of these ads, which manifests itself in a decrease in satisfaction during the viewing of the broadcasts. It is discussed how this adverse perception could negatively influence viewer loyalty towards certain streamers’ channels, suggesting a significant challenge for marketers and content creators in balancing monetization and audience retention. The findings highlight the need for more subtle and better integrated advertising strategies that do not compromise the quality of the user experience.
AB - This study examines the perception of Peruvian viewers, between 18 and 25 years old, about intrusive advertising in live broadcasts of the popular streaming site, Twitch. Using a qualitative approach, we analyzed reactions and opinions to embedded advertising segments, commonly referred to in the platform’s jargon as “rolls”. This term refers to ads that interrupt regular broadcasts, and it is crucial to understand their impact on the viewer’s experience. The results indicate a clear trend of dislike towards the intrusiveness of these ads, which manifests itself in a decrease in satisfaction during the viewing of the broadcasts. It is discussed how this adverse perception could negatively influence viewer loyalty towards certain streamers’ channels, suggesting a significant challenge for marketers and content creators in balancing monetization and audience retention. The findings highlight the need for more subtle and better integrated advertising strategies that do not compromise the quality of the user experience.
KW - Advertising
KW - Engagement
KW - Perceptions
UR - https://www.scopus.com/pages/publications/105003201241
U2 - 10.1007/978-981-96-0426-5_18
DO - 10.1007/978-981-96-0426-5_18
M3 - Contribución a la conferencia
AN - SCOPUS:105003201241
SN - 9789819604258
T3 - Smart Innovation, Systems and Technologies
SP - 209
EP - 220
BT - Communication and Applied Technologies - Proceedings of ICOMTA 2024
A2 - Ibáñez, Daniel Barredo
A2 - Gallardo-Echenique, Eliana
A2 - Siringoringo, Hotniar
A2 - Diez, Nieves Lagares
PB - Springer Science and Business Media Deutschland GmbH
Y2 - 4 September 2024 through 6 September 2024
ER -