Social Media and Digital Collaboration
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Paper Type
Short
Paper Number
1917
Description
The increasingly popular live streaming platforms have attracted many content creators through various revenue sharing and incentive mechanisms. Despite intense competition, many content creators actively cooperate with other competitors, even at the risk of losing their audience. In this study, we develop an integrated theoretical framework to examine the drivers for different types of cooperative behaviors and explore their impacts on market performance. By analyzing monthly activities of 412 cooperative pairs of channels on Twitch, we found a positive impact of specialty homophily, reciprocity, and social influence on content creators’ cooperative behaviors, although such impacts differ across different types of cooperative activities. Moreover, our results show that spreading behavior has a positive impact on content creators’ market performance, while supporting behavior has a negative impact. This negative effect becomes weaker when content creators are more popular. Our results offer important implications to foster a sustainable growth of UGC platforms.
Recommended Citation
Wu, Bingyi; Liu, Charles Zhechao; and Zhu, Hongyi, "Will Cooperation Help Content Creators Grow? Empirical Evidence from Twitch.tv" (2020). ICIS 2020 Proceedings. 8.
https://aisel.aisnet.org/icis2020/social_media/social_media/8
Will Cooperation Help Content Creators Grow? Empirical Evidence from Twitch.tv
The increasingly popular live streaming platforms have attracted many content creators through various revenue sharing and incentive mechanisms. Despite intense competition, many content creators actively cooperate with other competitors, even at the risk of losing their audience. In this study, we develop an integrated theoretical framework to examine the drivers for different types of cooperative behaviors and explore their impacts on market performance. By analyzing monthly activities of 412 cooperative pairs of channels on Twitch, we found a positive impact of specialty homophily, reciprocity, and social influence on content creators’ cooperative behaviors, although such impacts differ across different types of cooperative activities. Moreover, our results show that spreading behavior has a positive impact on content creators’ market performance, while supporting behavior has a negative impact. This negative effect becomes weaker when content creators are more popular. Our results offer important implications to foster a sustainable growth of UGC platforms.
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