"I Felt Everyone Was a Streamer": An Empirical Study on What Makes Avatar Collective Streaming Engaging

A novel participatory livestreaming genre, Avatar Collective Streaming, is gaining traction. Beyond traditional audience participation mechanisms, such as chat messages or commands, these livestreams allow viewers to join, socially interact, and participate through avatars in a software-driven virtual scenario without requiring the presence of a human streamer. From observations of livestreaming sessions and interviews with regular users (n=23), we define the main features of this novel form of livestreaming and we analyze what makes it engaging for participants, as well as factors that limit the user experience. The use of avatars affords a strong sense of presence and participation, and together with the absence of a streamer, it shapes new forms of sociability, being together, and belonging. Challenges include repetitive content and overcrowding. We provide design implications for synchronous collective participation scenarios and opportunities for software-driven content generation.