Advertainment on Twitch.tv and its impacts on Generation Z

Authors

DOI:

https://doi.org/10.22409/rmc.v19i1.63937

Keywords:

Behavior, Entertainment, Engagement, Interaction

Abstract

Considering that advertising integration in entertainment content can be used to advertise with lower rejection and higher engagement, this study analyzes an advertainment action on Twitch as a way to advertise to Generation Z, observing its structure and audience interest. In this context, the advertainment action carried out by Amazon Prime Video with four Twitch streamers (Mestre Pedrok, Nayu, Kalera and Cellbit) to announce the release of the series The Wheel of Time in 2021 was discussed. At the end of the study, it was understood that the action not only integrated advertising into entertainment content but also boosted it. The brand brought together relevant creators and provided a unique and valuable experience for viewers – who were mostly young people from Generation Z.

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Author Biographies

Otávio Vieira Santos, Universidade Feevale

Mestrando em Indústria Criativa pela Universidade Feevale (Novo Hamburgo/RS). ORCID: 0000-0001-7211-1488.

Mauricio Barth, Universidade Feevale

Doutor em Diversidade Cultural. Professor em cursos de Graduação e Pós-graduação Stricto Sensu na Universidade Feevale (Novo Hamburgo/RS). ORCID: 0000-0001-9125-9832.

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Published

2025-01-28

How to Cite

Santos, O. V., & Barth, M. (2025). Advertainment on Twitch.tv and its impacts on Generation Z . Media and Everyday Life, 19(1), 158-181. https://doi.org/10.22409/rmc.v19i1.63937

Issue

Vol. 19 No. 1 (2025): Revistas Científicas: Ainda estamos aqui! Ainda vamos estar?

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Artigos Seção Livre

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