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MIANU – Science and Practice (SAP) : Journal of Social Sciences and Humanities, Vol. 1 No. 6, 2026.

Original scientific paper

TWITCH PLATFORM BUSINESS PERFORMANCE EVALUATION

Joško Lozić orcid id orcid.org/0000-0001-5568-5279 ; University North *
Katerina Fotova Čiković orcid id orcid.org/0000-0003-0138-1362 ; University North
Ines Lozić ; Center for Financial Expertise Ltd. Zagreb

* Corresponding author.

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Abstract

The aim of this paper is to investigate and analyze the business results of the Twitch platform. The platform operates in the platform economy model, and it is necessary to analyze the trend of the number of users and streamers in relation to the income trend in order to analyze the stability of the network effect of the platform. Statistical trend
regression models are used in the paper in order to compare the movements of the analyzed parameters. The results of the research indicate a slowdown in income growth and a stabilization of income at a level that satisfies the current method of monetization.
The trend in the number of streamers shows a very similar trend, while the number of users is still increasing. The growth in the number of users, while at the same time stabilizing the number of streamers, strengthens the network effect of the platform, which enables it to continue its business safely. The platform is approaching the point of saturation of income and the number of streamers, which means that it is entering a mature stage of business activity.

Keywords

digital transformation, network effect, platform economy, Twitch, zero marginal cost

Hrčak ID:

346788

URI

https://hrcak.srce.hr/346788

Publication date:

1.5.2026.

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