A Study of Business Models of Live Streaming Platforms

• Main Authors: Yang, I-Fan, 楊以凡
• Other Authors: Wu, Feng-Shang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/44h889

碩士 === 國立政治大學 === 科技管理與智慧財產研究所 === 106 === The live streaming platform has become an important emerging audio-visual entertainment platform in recent years. According to the industry report released by Deloitte, the revenue of global Live-Streaming in 2018 is expected to reach US$7.4 billion. Taiwan’s live broadcast industry rapidly increased its revenue to over NT$10 billion after the establishment of many live streaming platforms in the second half of 2016. Taiwan's largest mobile live streaming platform, "17 Live", generated more than NT$2 billion in revenue in 2017, and filed for IPO with the New York Stock Exchange in 2018. In order to explore how the live platform operates, and how the business model of the live streaming platform changes in different stages of development, this study combines Business Model Canvas with the core concepts of platform management to design the conceptual framework. After an in-depth study of the two most representative live streaming platform cases in Taiwan, "17 Live" and "Lang Live", this study found that the live streaming platform first attracts streamers and establishs the basic interaction mechanism between streamers and audiences. After that, platforms design related activities and mechanisms to facilitate the interaction between the streamer and the audience actively. Also, platforms focus on the management of diversified and refined content, and changes the role of the platform from a simple mediator to a content provider. In addition, the live streaming platform will also try to enhance of the streamers’ ability and reputation through training. Moreover, the platforms will adopt the flexible charging mechanism of "gift donation" and the prevention mechanism designed for the main users of revenue, to ensure the positive network effect. One of the study’s major comtributions is to find that the live streaming platform processes some characteristics, which are different from those emphasized in the previous platform management literature, including "the platform role may change from a mediator to a producer "; "the platform marginal user obtaining cost may not be close to zero"; "the platform may use "intensifying" rather than "eliminating" way to deal with the negative network effect" and "the network effect of platforms is not only affected by the "number" of other usersbut also by their"quality". .