Twitch for Digital Media: MACSMLS Content Analysis from La Ser and Maldita

Goals: This article examines the use of Twitch as a live streaming platform for digital media, based on the analysis of the coverage carried out by La Ser and Maldita during the 2023 Spanish General Elections. The study aims to understand how traditional and native digital media incorporate live streaming into their news strategies, as well as the opportunities and limitations that Twitch presents for journalistic production. Methodology: A multiple case study was conducted applying the Social Media Live Streaming Content Analysis Matrix (MACSMLS). The sample includes 23 Twitch publications (18 from La Ser and 5 from Maldita), systematized through digital monitoring tools. The analysis considered four dimensions (journalistic, audiovisual, social channel, and impact), comprising a total of 10 indicators and 29 codifications that enabled an in-depth characterization of the broadcasts. Results: While La Ser stood out in terms of publication volume, broadcast time, and cumulative views, Maldita achieved better average metrics in duration, interaction, and views per stream. In both cases, a predominance of television-like formats adapted to the digital environment and a limited use of audience interaction were observed, suggesting the need to rethink news strategies in order to align them with Twitch’s participatory logic.