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

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