Exploring Twitch Viewers’ Donation Intentions from a Dual Perspective: Uses and Gratifications Theory and the Practice of Freedom

Abstract

This study examines the factors that motivate viewers to financially support streamers on the Twitch digital platform. It proposes a conceptual framework that combines the uses and gratifications theory (UGT) with Michel Foucault’s concept of the practice of freedom (PF). Using a cross-sectional quantitative survey of 560 Portuguese Twitch users, the model investigates how three core constructs from UGT—entertainment, socialization, and informativeness—affect the intention to donate, with PF acting as a mediating variable. Structural equation modeling confirms that all three UGT-based motivations significantly influence donation intentions, with socialization exhibiting the strongest mediated effect through PF. The findings reveal that Twitch donations go beyond mere instrumental or playful actions; they serve as performative expressions of identity, autonomy, and ethical subjectivity. By framing PF as a link between interpersonal engagement and financial support, this study provides a contribution to media motivation research. The theoretical integration enhances our understanding of pro-social behavior in live streaming environments, challenging simplistic, transactional interpretations of viewer contributions vis-à-vis more political ones and the desire to freely dispose of what is ours to give. Additionally, this study may lay the groundwork for future inquiries into how ethical self-formation is intertwined with monetized online participation, offering useful insights for academics, platform designers, and content creators seeking to promote meaningful digital interactions.