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

Bibliographic Data

ID12420646
AuthorsMaria Törhönen (0000-0002-1741-6139, Tampere University, corresponding author), Mirja Sjöblom (0000-0002-0525-8153, Tampere University), Max Sjöblom, Lobna Hassan (0000-0002-6201-9159, University of Turku), Juho Hamari (0000-0002-6573-588X, University of Turku)
Year2019
Volume30
Issue1
Pages165-190
Publication date2019-07-31
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueInternet Research (JOURNAL)
Journal identifiersISSN: 1066-2243 • E-ISSN: 2054-5657
PublisherEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/intr-06-2018-0270
OpenAlexW2968538719
LanguageEN
Citations received21
References cited68

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

Business · Content analysis · Digital content · Internet privacy · Multimedia · Originality · Political science · Prestige · Public relations · Sociology · Value (mathematics · Work (physics · Computer Science · Digital Economy and Work Transformation · Digital Marketing and Social Media · Engineering · Psychology · Sharing Economy and Platforms · Social Psychology · Marketing

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Open DOIOpen Access