Optimizing Content Quality in Pan-Entertainment Platforms: The Role of Live Streaming Atmosphere

52 Pages Posted: 17 Jun 2024 Last revised: 18 Nov 2024

See all articles by Changyun Fu

Changyun Fu

Tsinghua University - Tsinghua University School of Economics and Management

Jian Chen

Tsinghua University - School of Economics and Management

Yong Tan

University of Washington - Michael G. Foster School of Business

Date Written: June 09, 2024

Abstract

In recent years, the live streaming industry has developed rapidly, and pan-entertainment live streaming has gradually become an integral part of people's lives. As the market expansion slows down and the monthly active users stabilize, there is a growing concern about the quality of live streaming which significantly influences audience satisfaction. With more than half of viewers desiring better content quality, it is imperative to devise strategies to enhance live streaming quality and consequently boost platform revenue. In this study, we delve into the quality decision-making process of pan-entertainment live streaming platforms, with a focus on the atmosphere within live streaming rooms. We find that when there's a small proportion of viewers disliking the atmosphere yet a substantial perception of its importance, the platform tends to incentivize streamers to produce lower-quality content. Conversely, in scenarios where the dislike for the atmosphere outweighs its perceived significance, the platform encourages streamers to deliver high-quality live streams. Furthermore, when both the perception of atmosphere and the proportion of viewers disliking it are substantial, the platform may opt not to offer live streaming at all. We also observe that if streamers can optimally allocate energy between social engagements with viewers and content quality, it helps to reduce non-streaming and improve streaming quality. The findings offer valuable insights into quality decision-making for live streaming platforms and shed light on revenue sharing strategies between platforms and streamers.

Keywords: pan-entertainment live streaming, content quality, streaming room atmosphere, viewer tipping

Suggested Citation

Fu, Changyun and Chen, Jian and Tan, Yong, Optimizing Content Quality in Pan-Entertainment Platforms: The Role of Live Streaming Atmosphere (June 09, 2024). Available at SSRN: https://ssrn.com/abstract=4860879 or http://dx.doi.org/10.2139/ssrn.4860879

Changyun Fu (Contact Author)

Tsinghua University - Tsinghua University School of Economics and Management ( email )

Jian Chen

Tsinghua University - School of Economics and Management ( email )

Beijing, 100084
China

Yong Tan

University of Washington - Michael G. Foster School of Business ( email )

Box 353226
Seattle, WA 98195-3226
United States

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