RT Book, Section
T1 Branded content on Twitch: an opportunity for brands
A1 García-Rivero, Ainhoa
A1 Olivares Santamarina, José Prudencio
A2 Miguélez-Juan, Blanca
A2 Bonales Daimiel, Gema
AB As a consequence of the pandemic caused by Covid-19, the consumption of digital platforms and social networks has grown exponentially, especially the social network analyzed in this paper: Twitch. This platform of increasingly diverse content and audience brings together a largely young audience. For this reason, new advertising formats such as branded content are particularly relevant, as this target is increasingly demanding less advertising and more content, something that both the platform and the advertising format can offer them. Therefore, Twitch and branded content have an important compatibility. In short, this paper aims to determine the suitability of Twitch as a platform for developing branded content actions through interviews with expert researchers on the subject and through the analysis of the biggest success case of branded content in 2021.
PB IGI Global
SN 9781668439715
SN 9781668460917
SN 9781668439722
YR 2023
FD 2023
LK https://hdl.handle.net/20.500.14352/133421
UL https://hdl.handle.net/20.500.14352/133421
LA eng
NO García-Rivero, A. & Olivares Santamarina, J. P. (2023). Branded Content on Twitch: An Opportunity for Brands. In B. Miguélez-Juan & G. Bonales-Daimiel (Eds.), Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape (pp. 31-48). IGI Global Scientific Publishing. https://doi.org/10.4018/978-1-6684-3971-5.ch002
DS Docta Complutense
RD 20 mar 2026