Exploring Motives for Twitch Viewership and Content Creation With the Exergame Zwift

Abstract

Exergames require users to actively participate in sports in real time. Individuals taking part in exergames can use the livestreaming platform Twitch to create and view related content. This study employed uses and gratifications theory to examine Twitch usage and the motives of viewers and content creators of Zwift, a bicycling exergame. Thematic analysis of semistructured interviews with 10 Twitch users revealed viewers and content creators shared the motives of interaction and knowledge. Viewers also identified the motives of community, fandom, and competition as important, while content creators were additionally motivated by accomplishments, brand, and broadcasting. These findings align with previous research of Twitch usage and offer advice for practitioners. The study also highlighted the importance of studying the underinvestigated exergames, providing an opportunity to grow this participation.