New media technologies and esports: Examining the relationship between motivations for using twitch and usage levels

E-sports, which has maintained a consistent viewership since its inception, is followed by millions of users. Users spend time watching streams on Twitch TV, a free platform that combines live video streaming and chat, with a focus on video game streamers. The aim of this study, based on the Uses and Gratifications Theory (UGT) and conducted with 1247 Twitch TV users, is to identify motivations for using the Twitch TV platform and to determine the effect of these motivational sources on the level of Twitch TV platform usage. Additionally, the study investigated the variations in motivational sources and usage levels regarding e-sports content, as well as their interrelationship. As a result of the research; it was observed that individuals who consume E-sports content use the platform primarily to meet their "Cognitive" needs, while individuals who consume nonesports content use the platform to meet their "Social Integrative" needs. It is seen that ''Cognitive'' motivation has a negative effect on usage levels, while ''Social Integrative'' needs have a positive effect. In addition, significant relationships were found between all usage levels and motivations except for ''Watching Time''. Based on all these, the results of the research provide an opinion on the use of the Twitch TV platform and offer the potential to provide important clues to content producers and brands on the platform.