Adapting to changing guidelines on the market from a living of it perspective by example Twitch.tv

Topic
The purpose of this thesis was to explore how content creators on Twitch.tv employ strategies to adapt to changing guidelines while facilitating effective content reusage on other platforms. The study focused on understanding the experiences and perspectives of 11 streamers who were able to sustain their livelihood solely from their earnings on Twitch and other platforms.

Relevance
Streamers face challenges in navigating changing guidelines, impacting their strategies and content formats. Adapting to guidelines requires staying informed and making content modifications, potentially affecting creative freedom and authenticity. Streamers may invest in resources to meet new requirements. Uncertainty and adjustments can disrupt their approach and revenue streams. The study explores streamers' responses to guideline changes and their use of content reusage on other platforms. It aims to understand strategies for compliance while maintaining quality and engagement. Examining cross-platform strategies provides insights into how creators navigate evolving guidelines. By investigating content reusage dynamics, the study offers practical approaches for streamers to thrive amid regulatory changes.

Results
In-depth interviews and analysis revealed insights into content creators' strategies. Content modification emerged as a key approach, with creators adapting format, language, and topics to align with guidelines while maintaining creativity and audience engagement. Cross-platform promotion was another vital strategy, as streamers used platforms like YouTube, Twitter, and Instagram to expand reach and attract new viewers to their Twitch content. The success of Twitch was attributed to its interactive, real-time nature, strong community, and dedicated fan base, enabling effective content monetization. These findings highlight the significance of content modification and cross-platform promotion in navigating changing guidelines and promoting content in the live streaming industry.

Implications for practitioners
- Streamers must stay updated with Twitch's changing guidelines for channel success and integrity.
- Understanding how guidelines influence content creation, community dynamics, and user experiences is crucial.
- Studying adaptation to Twitch's guidelines provides valuable industry insights and best practices.
- Interviewees showed enthusiasm in sharing challenges and solutions, reflecting their passion and value for their work.
- Building a successful streaming career requires passion, dedication, authenticity, engagement, and strategic decision-making.

Methods
This study employed a qualitative research methodology to deeply understand how Twitch.tv streamers adapt to guideline changes and content reusage. Qualitative research was chosen for its ability to capture nuanced data. The research design included collecting and analyzing non-numerical data, such as interviews, observations, and document analysis. Semi-structured interviews were conducted with 11 purposefully selected streamers, while participant observations and document analysis provided additional context. Participants were selected based on their Twitch.tv profiles, content, and engagement metrics, focusing on those with experience in guideline adaptation and content reusage. Communication was established through Twitch.tv messages, email, or social media platforms, outlining the research objectives and inviting streamers to participate.