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Fame and fortune, or just fun? A study on why people create content on video platforms

Research output: Contribution to journalArticleScientificpeer-review

Details

Original languageEnglish
JournalINTERNET RESEARCH
DOIs
Publication statusE-pub ahead of print - 31 Jul 2019
Publication typeA1 Journal article-refereed

Abstract

Purpose: The purpose of this paper is to examine the motivations behind online video content creation on services such as YouTube and Twitch. These activities, performed by private individuals online, have become increasingly monetized and professionalised through the accessible tools provided by video sharing services, which has presented a noteworthy manifestation of the increasing merger of the work and leisure within digital environments and the emergence of a hybrid form of work and play, playbour. Design/methodology/approach: The data for the study were collected using an online survey of 377 video content creators and it was analysed via structural equation modelling. Findings: The findings of the study indicate that although the practice of video content creation is becoming more commercialised and professionalised, the extrinsic motivations, often associated with work (e.g. income, prestige), remain less significant drivers for content creation than intrinsic motivations (e.g. enjoyment, socialisation), which are associated with leisure activities. Originality/value: This study offers insight into how the authors have begun to reorganise the position in the new digital labour culture, where monotonous tasks are increasingly automated, allowing room for intrinsically driven playful labour to develop within the leisure activities.

Keywords

  • Motivation, Playbour, Prosumer, Streaming, Twitch, YouTube

Publication forum classification

Field of science, Statistics Finland