Recently published in the Chilean scientific journal Cuadernos.info, the study looks at Twitch’s role as a possible means of political communication. It was written by Núria Roca-Trenchs and UOC researchers Alexandre López-Borrull and Ferran Lalueza. All three authors are part of the UOC’s GAME research group.
Despite Twitch’s status as the younger demographic’s platform of choice, the study finds that most Spanish political parties have ignored it, apart from Vox, which has a very active presence there, and the PSOE, which eventually shut down its Twitch channel. The researchers attribute this lack of use to non-adaptation to the kind of content the platform’s viewers want to watch.
With 34% of its users aged 25-34 and 29% aged 18-24, Twitch is, according to Statista (2021), Spain’s leading streaming platform, enjoying an audience share of 56%. The researchers say that Twitch’s great appeal lies in its viewership, an audience that is very hard to reach via other, more traditional channels. Nonetheless, the study concludes, political parties have failed to take advantage of the platform’s popularity with young people.
The authors of the study emphasise that Twitch offers great potential for political communication. In that respect, they highlight its scope for real-time interaction between streamers and viewers. On platforms such as X (formerly Twitter) or Facebook, in contrast, there is generally a lag in communication.
Additionally, the experts identify the challenges involved in making Twitch a tool for engaging with young people who have little interest in politics, particularly in relation to matters such as climate change and gender issues. They call on political parties’ social media managers to adapt to Twitch by developing a specific narrative for the platform and maintaining a constant, active presence on it.
Lastly, the researchers predict that the rise of Twitch will lead to a change in the profile of political leaders, who will have to be able to adapt to this new media environment, prioritising entertainment and direct interaction with audiences.
Finalment, els investigadors preveuen que l’auge de Twitch suposarà un canvi en el perfil dels líders polítics, que hauran de ser capaços d’adaptar-se a aquest nou entorn mediàtic, prioritzant l’entreteniment i la interacció directa amb el públic.
In summary, Núria Roca-Trenchs and her co-authors make it clear that political parties need to regard Twitch as a key platform for connecting with young people and combating political disaffection.
Photo by Caspar Camille Rubin in Unsplash
