The evolution of communication within the world of football on Twitch. Analysis of the most influential case studies in Spain

Abstract

Introduction: Communication and information have evolved over time. The emergence of the internet and the web has brought about a transformation in the communication paradigm, to the point where traditional media, such as radio, print, and television, have been surpassed by the rise of new social networks. Among these are those known as streaming platforms, which have become one of the main modern hubs. These platforms are chosen by prominent communicators to disseminate information and build a large public community, allowing them to reach a broader global audience. This research analyzes the development of sports communication within the world of football, selecting one of the most influential social networks in the digital realm, Twitch, and the most influential channels in Spain: “Gerard Romero”, “RubenMartinweb”, and “El ChiringuitoTV”. Methodology: For the proper development of this research, a mixed-methods approach has been employed, combining both quantitative and qualitative elements to capture various perspectives and fully understand the collected data to obtain truthful and enriching results. Therefore, the study is divided into three parts: An exploration of the origin and influence of the selected case studies, the transformation, and development of the platform in relation to the channels, and the most relevant and important moments for the audience. Results: The results demonstrate the transformation that sports communication within football has undergone over the years. Furthermore, the rise of social networks and streaming platforms in this phenomenon is observed, alongside the influence of new communicative figures responsible for conveying the events. Discussion and Conclusions: The growth of sports communication in football is considered, and reflections are made on the reasons for its expansion, as well as its near future.