Watching behaviors and attitude of Thai gen Y & Z towards game streaming

The study about behaviors and attitude of Thai gen Y and Z watching game streaming was conducted because game streaming has grown up dramatically in previous years. Many global firms have used game streaming as an advertising channel. The research was conducted by using 2 methods: exploratory research and descriptive research. Exploratory research was conducted with secondary research and 3 interview samples and 8 in-depth interviews to find the guidelines for descriptive research. Descriptive research was conducted to measure behaviors and attitudes towards game streaming of Thai gen Y and Z with 7 questionnaire samples and 383 questionnaire respondents, aging between 18-39 years old, watching game streaming at least 3 days/week. Key findings show the results from streaming audience segments, their watching behaviors, and product placement effectiveness. This study was conducted to help brands to understand the game streaming audience and learn how to improve communication effectiveness with this channel.