Il Caso Twitch

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Il Caso Twitch Università degli Studi di Padova Dipartimento di Studi Linguistici e Letterari Corso di Laurea Magistrale in Strategie di Comunicazione Classe LM-92 Tesi di Laurea Come la diffusione del live streaming ha cambiato la comunicazione digitale: il caso Twitch Relatore Laureando Prof. Marco Bettiol Lucas Procopio n° matr. 1210218 / LMSGC Anno Accademico 2019 / 2020 1 We turned a “terrible idea” into a Billion Dollar Company Quote By: Justin Kan, Twitch founder 2 Indice Introduzione .................................................................................................................................. 5 Twitch: Come è iniziato tutto? ...................................................................................................... 7 1.1 Chi é Justin Kan? .................................................................................................................. 7 1.2 Il successo di Justin.tv ....................................................................................................... 11 1.3 Espansione di Justin.tv ...................................................................................................... 16 1.4 Criticità di Justin.tv ............................................................................................................ 17 1.5 Modello di Business di Justin.tv ........................................................................................ 20 1.6 Nascita di Twitch e il mondo dei videogiochi .................................................................... 21 1.7 La grande offerta ............................................................................................................... 24 I numeri di Twitch ....................................................................................................................... 25 2.1 I risultati di Twitch ............................................................................................................. 25 2.1.1 L’influenza del Covid-19 sulla piattaforma ................................................................. 34 2.2 Dati demografici ................................................................................................................ 35 2.3 Competitors ...................................................................................................................... 36 2.3.1 Mixer .......................................................................................................................... 37 2.3.2 YouTube ..................................................................................................................... 38 2.3.3 Facebook Gaming ....................................................................................................... 40 2.4 Twitch: posizionamento nel mercato ................................................................................ 41 2.5 Modello di business di Twitch ........................................................................................... 46 Caratteristiche e funzionalità della piattaforma ......................................................................... 49 3.1 Primo approccio con la piattaforma ................................................................................. 50 3.2 Interfaccia utente e struttura della piattaforma ............................................................... 53 3.3 Gli utenti di Twitch ............................................................................................................ 65 3.4 La pubblicità ...................................................................................................................... 66 3.5 Iscrizioni/Abbonamenti ..................................................................................................... 67 3.6 Donazioni e bit .................................................................................................................. 70 3.7 Equipaggiamento per fare live .......................................................................................... 73 3 Twitch per privati, Twitch per le aziende .................................................................................... 76 4.1 Cosa sono le stream e chi sono gli streamer? ................................................................... 76 4.1.1 Come guadagna uno streamer? ..................................................................................... 80 4.1.2 Difficoltà nell’essere uno streamer e nell’emergere .................................................. 83 4.2 Uso della piattaforma da parte di brand, aziende e personaggi noti ................................ 87 4.3 Tipologie di contenuti sulla piattaforma e cambiamento ................................................. 97 4.3.1 Alcune delle nuove categorie ..................................................................................... 99 Cosa rende Twitch così attrattiva ............................................................................................. 104 5.1 Un nuovo medium .......................................................................................................... 104 5.2 Punti forti della piattaforma: quali sono e perché .......................................................... 105 5.3 Alcune criticità della piattaforma .................................................................................... 111 Conclusioni ................................................................................................................................ 114 Sitografia ................................................................................................................................... 115 4 Introduzione Lo spunto sul quale fosse l’argomento che mi sarebbe piaciuto trattare in questa tesi è nato mesi prima della necessità di doverlo scegliere. E’ come se Twitch mi fosse venuto incontro e io sia stato attratto da lui in maniera totalmente naturale. Ripresentandosi nella mia quotidianità giorno dopo giorno più frequentemente. Sono sempre stato attratto dal medium video. Questo mi ha portato negli anni a diventare un grandissimo fruitore della piattaforma per eccellenza di video ondemand cioè YouTube. Piattaforma della quale ho parlato nella mia tesi triennale. Durante la fruizione di video generici su quest’ultima da circa sei mesi prima dell’inizio della stesura di questo elaborato, ho notato sempre più Youtubers famosi che seguo oramai da diversi anni, cominciavano a parlare di Twitch e a postare contenuti creati su questa piattaforma anche YouTube. Sempre più youtubers annunciavano l’apertura di un canale su questa “nuova” piattaforma e a dire al proprio pubblico di seguirli anche su di essa. Gradualmente ho cominciato a vedere nei miei video consigliati di YouTube sempre più montaggi e spezzoni di dirette presi da contenuti trasmessi sulla piattaforma di Amazon. Questo naturalmente mi ha incuriosito e mi ha sia spinto a voler provare ad utilizzare la piattaforma e a comprenderne il suo funzionamento, ma anche a voler capire quale fosse il motivo della transizione dei creatori da una piattaforma all’altra. Una volta compreso il suo utilizzo e quali fossero le sue dinamiche tramite l’uso di essa e una attenta documentazione, ho capito che il mercato del live streaming fosse in fortissima ascesa soprattutto all’estero ma anche e gradualmente in tutti gli altri paesi tra questi anche l’Italia. Fu in quel momento che ho capito che sarebbe stato interessante approfondire ulteriormente le mie conoscenze in materia e scrivere la mia tesi su questo argomento. Il mio intento nella stesura di questo elaborato è stato quello di cercare di spiegare al meglio come funzionasse questa piattaforma, il suo andamento e i suoi sviluppi. A parer mio siamo arrivati al punto in cui la grandezza di Twitch e del mondo del live streaming è tale che una persona che si occupa di comunicazione non può non conoscerla e addirittura non saperla utilizzare. Questa tesi è stata scritta con la finalità di far conoscere a un ipotetico lettore il mondo del live streaming. Nello specifico 5 analizzando il caso Twitch. Spiegando la piattaforma passo dopo passo, partendo dalla storia di essa nel primo Capitolo, passando per la descrizione dei numeri che la piattaforma ha raggiunto negli anni e quali sono i suoi risultati attuali world-wide nel secondo Capitolo, spiegando le varie interfacce e i meccanismi che la governano nel terzo Capitolo, parlando dell’utilizzo che un privato possa farne e quello che ne stanno facendo diverse aziende e brand nel quarto Capitolo, per poi parlare di quali sono i suoi punti di forza e le sue criticità nel quinto Capitolo. 6 Capitolo 1 Twitch: Come è iniziato tutto? Twitch è una delle piattaforme multimediali di streaming video più utilizzate al mondo. Per parlare bene di questo argomento e averne una comprensione approfondita è importante andare a investigarne l’origine, partendo da molto prima della sua creazione. Per farlo è necessario scavare e capire quali sono le sue radici, che hanno dato il via a tutto. Chi ha piantato il seme di quell’idea? Perché lo ha fatto? Come lo ha fatto? Tutti questi passaggi sono essenziali, come lo è anche il conoscere come era il mondo tecnologico prima della sua creazione e la reazione che ha scaturito nel mondo in principio e con il passare degli anni. In questo primo capitolo, parlerò di come questa piattaforma è stata creata partendo da un approfondimento sulla figura più esposta del progetto, Justin Kan, co-creatore della piattaforma. In seguito, mi soffermerò sul successo di essa, sulle
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