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We design a business model for investigating a video live streaming service under the structure in which a platform provider needs the effort made by streamers but both sides compete in ad services. To increase its market share, the platform provider can share its revenue with streamers to have more high-quality content; however, the streamers can utilize their own advantage to offer customized ad services, which can be viewed as a close substitute of the traditional platform ads. Therefore, in this study we devote to the analysis of a co-opetitive relation between a platform provider and a streamer for better evaluating the current common benefit-sharing mechanisms used by major video live streaming platforms. This study combines these practical aspects to make an attempt in exploring various operating strategies and identifying their impacts for streamers and platform providers. Our results indicate that the use of the build-in rewards system does not always negatively affect the streamer’s revenue.



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