A live bombou? Avaliando métricas para engajamento em live streaming
Resumo
As transmissões ao vivo, ou live Streaming, tornaram-se um meio popular de disseminação de conteúdo, seja para a transmissão de notícias, eventos ou conteúdos relacionados a jogos. Para entender como medir o engajamento em live Streaming é necessário analisar como espectadores utilizam os recursos interativos da plataforma, como curtidas e comentários. Para tanto, realizou-se um estudo de caso em três plataformas de live Streaming a fim de avaliar métricas de engajamento em mídias sociais. Os resultados evidenciam que as métricas avaliadas, embora não sejam específicas para live Streaming, podem ser utilizadas para avaliar o engajamento de seus espectadores. No entanto, é necessário considerar outros indicadores tais como a duração da live e a semântica dos comentários.
Referências
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Chen, D., Freeman, D., and Balakrishnan, R. (2019). Integrating multimedia tools to enrich interactions in live streaming for language learning. In Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems, pages 1–14.
da SILVA, F. F., GUIMARÃES, E. M., and NETO, J. C. S. (2016). Ao vivo no# periscope: a experiência da espn brasil com live streaming via mobile. Revista Latino-americana Jornalismo— ISSN, 2359:375X.
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Gomes, A. and Lourenco, R. (2012). Internet live streaming. Instituto Superior Técnico da Universidade de Lisboa, 8.
Haimson, O. L. and Tang, J. C. (2017). What makes live events engaging on facebook live, periscope, and snapchat. In Proceedings of the 2017 CHI conference on human factors in computing systems, pages 48–60.
Hamilton, W. A., Garretson, O., and Kerne, A. (2014). Streaming on twitch: fostering participatory communities of play within live mixed media. In Proceedings of the SIGCHI conference on human factors in computing systems, pages 1315–1324.
Hilvert-Bruce, Z., Neill, J. T., Sjoblom, M., and Hamari, J. (2018). Social motivations of live-streaming viewer engagement on twitch. Computers in Human Behavior, 84:58– 67.
Latulipe, C., Carroll, E. A., and Lottridge, D. (2011). Love, hate, arousal and engagement: exploring audience responses to performing arts. In Proceedings of the SIGCHI conference on human factors in computing systems, pages 1845–1854.
Lessel, P., Mauderer, M., Wolff, C., and Kruger, A. (2017). Let’s play my way: Investigating audience influence in user-generated gaming live-streams. In Proceedings of the 2017 ACM International Conference on Interactive Experiences for TV and Online Video, pages 51–63.
Li, J., Gui, X., Kou, Y., and Li, Y. (2019). Live streaming as co-performance: Dynamics between center and periphery in theatrical engagement. Proceedings of the ACM on human-computer interaction, 3(CSCW):1–22.
Lin, Y., Yao, D., and Chen, X. (2021). Happiness begets money: emotion and engagement in live streaming. Journal of Marketing Research, 58(3):417–438.
Lu, Z., Kazi, R. H., Wei, L.-Y., Dontcheva, M., and Karahalios, K. (2021). Streamsketch: Exploring multi-modal interactions in creative live streams. Proceedings of the ACM on Human-Computer Interaction, 5(CSCW1):1–26.
Lu, Z., Xia, H., Heo, S., and Wigdor, D. (2018). You watch, you give, and you engage: a study of live streaming practices in china. In Proceedings of the 2018 CHI conference on human factors in computing systems, pages 1–13.
Martins, G., de Freitas, R., and Gadelha, B. (2022). Collaborative crowd games exploring participatory sensing and intelligent artificial life simulation techniques. Revista Eletrônica de Iniciação Científica em Computação, 20(3).
Martins, G., de Lima, G., Gomes, G., Marques, L., Conceição J., Castro, T., Gadelha, B., and de Freitas, R. (2021). Torcendo de casa na live: entretenimento com inovação tecnológica em combate ao isolamento social. Proceedings of Brazilian Symposium on Computer Games and Digital Entertainment (SBGames).
O’Brien, H. L. and Toms, E. G. (2008). What is user engagement? a conceptual framework for defining user engagement with technology. Journal of the American society for Information Science and Technology, 59(6):938–955.
Qian, T. Y., Wang, J. J., and Zhang, J. J. (2020). Push and pull factors in e-sports lives-treaming: A partial least squares structural equation modeling approach. International Journal of Sport Communication, 13(4):621–642.
Raman, A., Tyson, G., and Sastry, N. (2018). Facebook (a) live? are live social broadcasts really broad casts? In Proceedings of the 2018 world wide web conference, pages 1491–1500.
Robinson, R. B., Rheeder, R., Klarkowski, M., and Mandryk, R. L. (2022). “chat has no chill”: A novel physiological interaction for engaging live streaming audiences. In CHI Conference on Human Factors in Computing Systems, pages 1–18.
Runeson, P. and Höst, M. (2009). Guidelines for conducting and reporting case study research in software engineering. Empirical software engineering, 14(2):131–164.
Silva, I. O. d., Gouveia, F. C., et al. (2021). Engajamento informacional nas redes sociais: como calcular? AtoZ: novas práticas em informação e conhecimento, 10(1):94–102.
Striner, A., Azad, S., and Martens, C. (2019). A spectrum of audience interactivity for entertainment domains. In International Conference on Interactive Digital Storytelling, pages 214–232. Springer.
Tang, J., Venolia, G., Inkpen, K., Parker, C., Gruen, R., and Pelton, A. (2017). Crowdcasting: Remotely participating in live events through multiple live streams. Proceedings of the ACM on Human-Computer Interaction, 1(CSCW):1–18.
Webb, A. M., Wang, C., Kerne, A., and Cesar, P. (2016). Distributed liveness: Understanding how new technologies transform performance experiences. In Proceedings of the 19th ACM conference on computer-supported cooperative work & social computing, pages 432–437.
Wohn, D. Y. and Freeman, G. (2020). Audience management practices of live streamers on twitch. In ACM International Conference on Interactive Media Experiences, pages 106–116.
Biancovilli, P., Picanço, L., and Jurberg, C. (2017). To read or not to read? identifying communication patterns in three cancer-related facebook pages. Cogent Social Sciences, 3(1):1331816.
Chen, D., Freeman, D., and Balakrishnan, R. (2019). Integrating multimedia tools to enrich interactions in live streaming for language learning. In Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems, pages 1–14.
da SILVA, F. F., GUIMARÃES, E. M., and NETO, J. C. S. (2016). Ao vivo no# periscope: a experiência da espn brasil com live streaming via mobile. Revista Latino-americana Jornalismo— ISSN, 2359:375X.
Fonseca, L. M. G. and Barbosa, S. D. J. (2021). Knowledge sharing live streams: Real-time and on-demand engagement. In ICEIS (2), pages 441–450.
Gomes, A. and Lourenco, R. (2012). Internet live streaming. Instituto Superior Técnico da Universidade de Lisboa, 8.
Haimson, O. L. and Tang, J. C. (2017). What makes live events engaging on facebook live, periscope, and snapchat. In Proceedings of the 2017 CHI conference on human factors in computing systems, pages 48–60.
Hamilton, W. A., Garretson, O., and Kerne, A. (2014). Streaming on twitch: fostering participatory communities of play within live mixed media. In Proceedings of the SIGCHI conference on human factors in computing systems, pages 1315–1324.
Hilvert-Bruce, Z., Neill, J. T., Sjoblom, M., and Hamari, J. (2018). Social motivations of live-streaming viewer engagement on twitch. Computers in Human Behavior, 84:58– 67.
Latulipe, C., Carroll, E. A., and Lottridge, D. (2011). Love, hate, arousal and engagement: exploring audience responses to performing arts. In Proceedings of the SIGCHI conference on human factors in computing systems, pages 1845–1854.
Lessel, P., Mauderer, M., Wolff, C., and Kruger, A. (2017). Let’s play my way: Investigating audience influence in user-generated gaming live-streams. In Proceedings of the 2017 ACM International Conference on Interactive Experiences for TV and Online Video, pages 51–63.
Li, J., Gui, X., Kou, Y., and Li, Y. (2019). Live streaming as co-performance: Dynamics between center and periphery in theatrical engagement. Proceedings of the ACM on human-computer interaction, 3(CSCW):1–22.
Lin, Y., Yao, D., and Chen, X. (2021). Happiness begets money: emotion and engagement in live streaming. Journal of Marketing Research, 58(3):417–438.
Lu, Z., Kazi, R. H., Wei, L.-Y., Dontcheva, M., and Karahalios, K. (2021). Streamsketch: Exploring multi-modal interactions in creative live streams. Proceedings of the ACM on Human-Computer Interaction, 5(CSCW1):1–26.
Lu, Z., Xia, H., Heo, S., and Wigdor, D. (2018). You watch, you give, and you engage: a study of live streaming practices in china. In Proceedings of the 2018 CHI conference on human factors in computing systems, pages 1–13.
Martins, G., de Freitas, R., and Gadelha, B. (2022). Collaborative crowd games exploring participatory sensing and intelligent artificial life simulation techniques. Revista Eletrônica de Iniciação Científica em Computação, 20(3).
Martins, G., de Lima, G., Gomes, G., Marques, L., Conceição J., Castro, T., Gadelha, B., and de Freitas, R. (2021). Torcendo de casa na live: entretenimento com inovação tecnológica em combate ao isolamento social. Proceedings of Brazilian Symposium on Computer Games and Digital Entertainment (SBGames).
O’Brien, H. L. and Toms, E. G. (2008). What is user engagement? a conceptual framework for defining user engagement with technology. Journal of the American society for Information Science and Technology, 59(6):938–955.
Qian, T. Y., Wang, J. J., and Zhang, J. J. (2020). Push and pull factors in e-sports lives-treaming: A partial least squares structural equation modeling approach. International Journal of Sport Communication, 13(4):621–642.
Raman, A., Tyson, G., and Sastry, N. (2018). Facebook (a) live? are live social broadcasts really broad casts? In Proceedings of the 2018 world wide web conference, pages 1491–1500.
Robinson, R. B., Rheeder, R., Klarkowski, M., and Mandryk, R. L. (2022). “chat has no chill”: A novel physiological interaction for engaging live streaming audiences. In CHI Conference on Human Factors in Computing Systems, pages 1–18.
Runeson, P. and Höst, M. (2009). Guidelines for conducting and reporting case study research in software engineering. Empirical software engineering, 14(2):131–164.
Silva, I. O. d., Gouveia, F. C., et al. (2021). Engajamento informacional nas redes sociais: como calcular? AtoZ: novas práticas em informação e conhecimento, 10(1):94–102.
Striner, A., Azad, S., and Martens, C. (2019). A spectrum of audience interactivity for entertainment domains. In International Conference on Interactive Digital Storytelling, pages 214–232. Springer.
Tang, J., Venolia, G., Inkpen, K., Parker, C., Gruen, R., and Pelton, A. (2017). Crowdcasting: Remotely participating in live events through multiple live streams. Proceedings of the ACM on Human-Computer Interaction, 1(CSCW):1–18.
Webb, A. M., Wang, C., Kerne, A., and Cesar, P. (2016). Distributed liveness: Understanding how new technologies transform performance experiences. In Proceedings of the 19th ACM conference on computer-supported cooperative work & social computing, pages 432–437.
Wohn, D. Y. and Freeman, G. (2020). Audience management practices of live streamers on twitch. In ACM International Conference on Interactive Media Experiences, pages 106–116.
Publicado
22/05/2023
Como Citar
FERREIRA, Paulo; GOMES, Genildo; CONTE, Tayana; GADELHA, Bruno.
A live bombou? Avaliando métricas para engajamento em live streaming. In: SIMPÓSIO BRASILEIRO DE SISTEMAS COLABORATIVOS (SBSC), 18. , 2023, Rio de Janeiro/RJ.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2023
.
p. 72-85.
ISSN 2326-2842.
DOI: https://doi.org/10.5753/sbsc.2023.229085.
