Digital Content Contribution and Consumption in Live Streaming

Ma, Xuejing

doi:10.1007/978-981-99-6737-7_4

Xuejing Ma²

Part of the book series: Management for Professionals ((MANAGPROF))

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Abstract

This chapter provides an overview of the live streaming industry, highlighting its three primary stakeholders: broadcasters, viewers, and platforms. The chapter introduces the industry and its context, emphasizing the unique aspects of live streaming that make it an intriguing subject for studying digital contribution and consumption behavior. The empirical analyses in this chapter focus on the economics of live streaming and address several key questions. Through a review of relevant literature and data analysis from a popular Chinese live streaming platform, the chapter investigates factors influencing broadcasters’ receipt of gifts and viewers’ motivations to send them. It also explores the impact of gifting on churn rates for both broadcasters and viewers, as well as the correlation between economic, geographic factors, and the growth of the live streaming industry. The findings offer valuable insights into the economics of live streaming in China and pose further research questions. The subsequent parts of the book build upon live streaming as an empirical context, delving deeper into social incentives, motivations, and dynamics of digital content contribution and consumption behavior, including their social aspects.

This Chapter is derived, in part, from the article “Antecedents and Consequences of Gift-Receiving in Livestreaming: An Exploratory Study” published in Journal of Interactive Marketing on May 18, 2022, available online: https://journals.sagepub.com/doi/10.1177/10949968221095550.

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Notes

1.
https://www.globenewswire.com/en/news-release/2023/01/12/2587861/28124/en/2-6-Billion-Worldwide-Live-Streaming-Industry-to-2031-Increase-in-Penetration-of-Mobile-Devices-and-Internet-Users-Drives-Growth.html.
2.
https://www.emarketer.com/Article/Some-Live-Streaming-Video-Already-Constant/1016137.
3.
https://www.statista.com/statistics/874591/china-online-live-streaming-market-size/#statisticContainer.
4.
https://www.ericsson.com/assets/local/mobility-report/documents/2016/emr-november-2016-live-streaming-joins-social-media.pdf.
5.
https://www.grandviewresearch.com/industry-analysis/video-streaming-market.
6.
https://technode.com/2020/06/12/livestreaming-in-china-only-for-sales-or-is-there-brand-value/.
7.
http://mat1.gtimg.com/chinatechinsights/file/20160926/The_pulse_of_live_streaming_in_China.pdf.
8.
https://www.cbnweek.com/articles/normal/25317.
9.
https://sensortower.com/blog/tiktok-revenue-75-million.
10.
http://www.sohu.com/a/166236745_463963.
11.
http://tech.qq.com/a/20160825/003015.htm.
12.
http://daxueconsulting.com/chinese-live-streaming-millionaires/.
13.
http://www.iimedia.cn/61402.html.
14.
http://www.iresearchchina.com/content/details8_31752.html.
15.
http://mat1.gtimg.com/chinatechinsights/file/20160926/The_pulse_of_live_streaming_in_China.pdf.
16.
From YY’s 2015 financial reports.
17.
http://report.iresearch.cn/report/201709/3058.shtml.
18.
https://technode.com/2017/11/21/chinas-version-of-twitch-secures-fresh-d-round-and-starts-to-make-profits/.
19.
https://chozan.co/2017/07/05/marketing-prospects-live-streaming-china/.
20.
daxueconsulting.com/chinese-live-streaming-millionaires/.
21.
On the other hand, broadcasters who take live streaming seriously may be more likely to join an alliance, and alliances may be more likely to sign with high-quality performers. This selection could also contribute to a positive relationship between joining an alliance and attracting gifts.
22.
http://tech.qq.com/a/20160825/003015.htm.
23.
http://www.sino-us.com/11/22014293338.html.
24.
https://www.economist.com/special-report/2017/02/09/chinas-new-craze-for-live-streaming.
25.
https://techcrunch.com/2015/03/27/the-livestream-goes-mainstream/.
26.
https://www.yicai.com/news/5293378.html.

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Asia Europe Business School, East China Normal University, Shanghai, China
Xuejing Ma

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Ma, X. (2023). Digital Content Contribution and Consumption in Live Streaming. In: Social Influence on Digital Content Contribution and Consumption. Management for Professionals. Springer, Singapore. https://doi.org/10.1007/978-981-99-6737-7_4

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DOI: https://doi.org/10.1007/978-981-99-6737-7_4
Published: 29 September 2023
Publisher Name: Springer, Singapore
Print ISBN: 978-981-99-6736-0
Online ISBN: 978-981-99-6737-7
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