Characterizing Cross-Platform Engagement Strategies of Brazilian Online Gaming Content Creators
Resumo
Digital content creators increasingly use multiple online platforms as complementary spaces for audience engagement and sustained interaction. In the gaming ecosystem, creators commonly combine Twitch, YouTube, and Discord for content distribution, livestreaming, and community interaction. This work investigates cross-platform engagement patterns associated with Call2Go, understood as a strategy that supports audience interaction across platforms over time. Rather than directly observing audience migration, we analyze patterns of creator activity and engagement associated with crossplatform strategies. We curated and enriched a dataset of gaming influencers using public metadata from Twitch and YouTube. Discord is considered as part of the broader ecosystem but is excluded from the quantitative analysis due to data limitations. Preliminary findings reveal complementary platform usage and asymmetries in cross-platform activity and engagement, providing exploratory evidence of how gaming creators structure their presence across platforms.
Palavras-chave:
Cross-Platform Engagement, Call2Go, Twitch, YouTube, Discord, Gaming Content Creators, Streaming, Social Media, Children Online
Referências
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Kênia C. Gonçalves, Flávio Soriano, Humberto T. Marques-Neto, and Jussara M. Almeida. 2025. Potential Exposure of Kids to Age-Inappropriate Content on Twitch: A Comparative Cross-Country Study. Social Network Analysis and Mining 16, 1 (2025), 1. DOI: 10.1007/s13278-025-01540-w
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Renkai Ma, Xinning Gui, and Yubo Kou. 2023. Multi-Platform Content Creation: The Configuration of Creator Ecology through Platform Prioritization, Content Synchronization, and Audience Management. In Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems (Hamburg, Germany) (CHI ’23). Association for Computing Machinery, New York, NY, USA, Article 242, 19 pages. DOI: 10.1145/3544548.3581106
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Max Sjöblom and Juho Hamari. 2017. Why do people watch others play video games? An empirical study on the motivations of Twitch users. Computers in Human Behavior 75 (2017), 985–996. DOI: 10.1016/j.chb.2016.10.019
Fredrika Thelandersson et al. 2025. Children and YouTubers: Navigating the Maze of Sponsored Content and Advertising for Merch. Children & Society (2025). DOI: 10.1111/chso.12975 Published online May 2025.
Mariapina Trunfio and Simona Rossi. 2021. Conceptualising and measuring social media engagement: A systematic literature review. Italian Journal of Marketing 2021, 3 (2021), 267–292. DOI: 10.1007/s43039-021-00035-8
Caroline Violot, Tuğrulcan Elmas, Igor Bilogrevic, and Mathias Humbert. 2024. Shorts vs. Regular Videos on YouTube: A Comparative Analysis of User Engagement and Content Creation Trends. In Proceedings of the ACM Web Science Conference (WebSci ’24). ACM, New York, NY, USA, 1–11. DOI: 10.1145/3614419.3644023
Philip Wollborn, Matthias Reindl, and Thomas Ehrmann. 2023. Competitive Behavior in the Attention Economy: The Case of Twitch Streamers. (2023). DOI: 10.2139/ssrn.4646703 SSRN Working Paper. Available at [link].
Chaowei Zhang, Ashish Gupta, Xiao Qin, and Yi Zhou. 2023. A computational approach for real-time detection of fake news. Expert Systems with Applications 221 (2023), 119656. DOI: 10.1016/j.eswa.2023.119656
Hantian Zhang. 2025. Audience Engagement on YouTube: A Merge of Consumer and Media Engagement. European Conference on Social Media 12, 336–343. DOI: 10.34190/ecsm.12.1.3282
Yuying Zhao, Yu Wang, Yunchao Liu, Xueqi Cheng, Charu C. Aggarwal, and Tyler Derr. 2025. Fairness and Diversity in Recommender Systems: A Survey. ACM Trans. Intell. Syst. Technol. 16, 1, Article 2 (Jan. 2025), 28 pages. DOI: 10.1145/3664928
Katie Bishop. 2023. Influencing can be a high-earning career. Why don’t we take it seriously? BBC Worklife. [link] Accessed: May 2026.
Cecília Bouchardet, Kênia Gonçalves, Lucia Passaro, Jussara Almeida, and Humberto Marques-Neto. 2025. Call2Go: A Cross-Platform Strategy Of Kids Online Social Media Influencers. In Proceedings of the 31st Brazilian Symposium on Multimedia and the Web (Rio de Janeiro/RJ). SBC, Porto Alegre, RS, Brasil, 112–120. DOI: 10.5753/webmedia.2025.16108
Sanjay Chandrasekaran, Giulia De Pasquale, Giuseppe Belgioioso, and Florian Dörfler. 2024. Network-aware Recommender System via Online Feedback Optimization. arXiv:2408.16899 [eess.SY] [link]
Marijke De Veirman, Liselot Hudders, and Michelle Nelson. 2019. What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research. Frontiers in Psychology 10 (2019), 2685. DOI: 10.3389/fpsyg.2019.02685
José Gamir-Ríos, Lorena Cano-Orón, and David García-Casas. 2024. Twitch’s Second Phase of Development: Analyzing Streamer Profiles and Content Trends That Boost Its Evolution into a Mass Media. Games and Culture (2024). DOI: 10.1177/15554120241257030 Published online May 2024.
Kênia C. Gonçalves, Flávio Soriano, Humberto T. Marques-Neto, and Jussara M. Almeida. 2025. Potential Exposure of Kids to Age-Inappropriate Content on Twitch: A Comparative Cross-Country Study. Social Network Analysis and Mining 16, 1 (2025), 1. DOI: 10.1007/s13278-025-01540-w
Zorah Hilvert-Bruce, James T. Neill, Max Sjöblom, and Juho Hamari. 2018. Social Motivations of Live-Streaming Viewer Engagement on Twitch. Computers in Human Behavior 84 (2018), 58–67. DOI: 10.1016/j.chb.2018.02.013
A. Houssard, F. Pilati, M. Tartari, P. L. Sacco, and R. Gallotti. 2023. Monetization in Online Streaming Platforms: An Exploration of Inequalities in Twitch.tv. Scientific Reports 13 (2023), 1103. DOI: 10.1038/s41598-022-26727-5
Mostafa Kamal and Tarek Aziz Bablu. 2022. Machine Learning Models for Predicting Click-through Rates on social media: Factors and Performance Analysis. International Journal of Applied Machine Learning and Computational Intelligence 12, 4 (Apr. 2022), 1–14. [link]
Avinash Kaushik. 2009. Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity. Wiley. [link]
Heysung Lee, Yibing Sun, and Hernando Rojas. 2024. Parasocial relationships with live streamers: Evidence from South Korea and the United States. Asian Journal for Public Opinion Research 12, 3 (aug 31 2024), 166–183. DOI: 10.15206/ajpor.2024.12.3.166
Renkai Ma, Xinning Gui, and Yubo Kou. 2023. Multi-Platform Content Creation: The Configuration of Creator Ecology through Platform Prioritization, Content Synchronization, and Audience Management. In Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems (Hamburg, Germany) (CHI ’23). Association for Computing Machinery, New York, NY, USA, Article 242, 19 pages. DOI: 10.1145/3544548.3581106
Robert Netzorg, Lauren Arnett, Augustin Chaintreau, and Eugene Wu. 2018. PopFactor: Live-Streamer Behavior and Popularity. In Proceedings of the AAAI Workshop on Crowdsourcing and Human Computation. [link]
Rafael Santos and Giovanni Comarela. 2025. FaDeRS: Fairness and Depolarization in Recommender Systems. In Proceedings of the 31st Brazilian Symposium on Multimedia and the Web (WebMedia 2025). SBC, Porto Alegre, Brasil, 248–257. DOI: 10.5753/webmedia.2025.15183
Zheng Shen. 2023. Platform or Content Strategy? Exploring Engagement with Brand Posts on Different Social Media Platforms. SAGE Open 13, 4 (2023). DOI: 10.1177/21582440231219096
Eduardo Silva, Joel Pires, Denis Dantas, Mayki Oliveira, and Frederico Durão. 2025. A Gated Review Attention Framework for Topics in Graph-Based Recommenders. In Proceedings of the 31st Brazilian Symposium on Multimedia and the Web (Rio de Janeiro/RJ). SBC, Porto Alegre, RS, Brasil, 19–27. DOI: 10.5753/webmedia.2025.15515
Max Sjöblom and Juho Hamari. 2017. Why do people watch others play video games? An empirical study on the motivations of Twitch users. Computers in Human Behavior 75 (2017), 985–996. DOI: 10.1016/j.chb.2016.10.019
Fredrika Thelandersson et al. 2025. Children and YouTubers: Navigating the Maze of Sponsored Content and Advertising for Merch. Children & Society (2025). DOI: 10.1111/chso.12975 Published online May 2025.
Mariapina Trunfio and Simona Rossi. 2021. Conceptualising and measuring social media engagement: A systematic literature review. Italian Journal of Marketing 2021, 3 (2021), 267–292. DOI: 10.1007/s43039-021-00035-8
Caroline Violot, Tuğrulcan Elmas, Igor Bilogrevic, and Mathias Humbert. 2024. Shorts vs. Regular Videos on YouTube: A Comparative Analysis of User Engagement and Content Creation Trends. In Proceedings of the ACM Web Science Conference (WebSci ’24). ACM, New York, NY, USA, 1–11. DOI: 10.1145/3614419.3644023
Philip Wollborn, Matthias Reindl, and Thomas Ehrmann. 2023. Competitive Behavior in the Attention Economy: The Case of Twitch Streamers. (2023). DOI: 10.2139/ssrn.4646703 SSRN Working Paper. Available at [link].
Chaowei Zhang, Ashish Gupta, Xiao Qin, and Yi Zhou. 2023. A computational approach for real-time detection of fake news. Expert Systems with Applications 221 (2023), 119656. DOI: 10.1016/j.eswa.2023.119656
Hantian Zhang. 2025. Audience Engagement on YouTube: A Merge of Consumer and Media Engagement. European Conference on Social Media 12, 336–343. DOI: 10.34190/ecsm.12.1.3282
Yuying Zhao, Yu Wang, Yunchao Liu, Xueqi Cheng, Charu C. Aggarwal, and Tyler Derr. 2025. Fairness and Diversity in Recommender Systems: A Survey. ACM Trans. Intell. Syst. Technol. 16, 1, Article 2 (Jan. 2025), 28 pages. DOI: 10.1145/3664928
Publicado
27/10/2026
Como Citar
MORAES, Arthur Gonçalves de; FERREIRA, Jamille M. S.; MARQUES-NETO, Humberto T..
Characterizing Cross-Platform Engagement Strategies of Brazilian Online Gaming Content Creators. In: BRAZILIAN SYMPOSIUM ON MULTIMEDIA AND THE WEB (WEBMEDIA), 32. , 2026, Lavras/MG.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2026
.
p. 180-188.
DOI: https://doi.org/10.5753/webmedia.2026.30383.
