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Paper Number
2698
Paper Type
Completed
Description
Live streaming has become an important feature on social media platforms like Facebook and Instagram. More and more entrepreneurs (content creators) are competing in live streaming platforms like Twitch to maximize the attention they receive from consumers (viewers). In this competitive landscape, it is crucial for entrepreneurs to develop and provide new compelling content that can maximize the consumers’ attention and aid the discovery of their content. We adopt an exploration-exploitation framework and assess the four strategies these new entrepreneurs could use to attract viewership and position themselves on Twitch: exploration, exploitation, learning from viewers, and their neighbor streamers. We combined the natural language processing techniques with theory-driven measures to accomplish this. Using our proposed measures, we estimate the utility of consumers from these different strategies using the discrete choice demand model.
Recommended Citation
Kwon, Sung Hyun and Hann, Il-Horn, "Catching the Viewer's Eye: Examining Exploration and Exploitation Strategies in the Live Streaming Market" (2023). ICIS 2023 Proceedings. 20.
https://aisel.aisnet.org/icis2023/diginnoventren/diginnoventren/20
Catching the Viewer's Eye: Examining Exploration and Exploitation Strategies in the Live Streaming Market
Live streaming has become an important feature on social media platforms like Facebook and Instagram. More and more entrepreneurs (content creators) are competing in live streaming platforms like Twitch to maximize the attention they receive from consumers (viewers). In this competitive landscape, it is crucial for entrepreneurs to develop and provide new compelling content that can maximize the consumers’ attention and aid the discovery of their content. We adopt an exploration-exploitation framework and assess the four strategies these new entrepreneurs could use to attract viewership and position themselves on Twitch: exploration, exploitation, learning from viewers, and their neighbor streamers. We combined the natural language processing techniques with theory-driven measures to accomplish this. Using our proposed measures, we estimate the utility of consumers from these different strategies using the discrete choice demand model.
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Comments
14-DigitalInnovation