Audience Attitude to Advertising Integration on Streaming Media: the Case of Twitch Streaming Platform

Student: Pankin Mykyta

Supervisor: Kirill Chmel

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2021

The average number of viewers per month on Twitch grew from 1.3 million in 2020 to 3 million in 2021. This represents a more than two-fold increase over the year. Also, the number of streamers themselves hosting broadcasts increased from 52,800 channels in 2020 to 119,200 in 2021. Digital celebrity affinity, community, content creation, media production and consumption, and video game culture are all Twitch. But because of its novelty, it has been the subject of minimal research to date. This research aimed to investigate viewers' attitudes towards interrupting a broadcast for an ad integration from a streamer, given the limitations imposed on viewing due to the inability to skip it. The empirical part of the research was conducted by web-scraping of "Vkontakte" users and online survey.

Full text (added May 25, 2021)

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