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An Empirical Analysis of the Comparison of Bounty Income of Different Types of Anchors

Author(s)

Nan Zhang, Yifan Zhang*, Xuecheng Wang

Affiliation(s)

School of Economics and Management, North China University of Technology, Beijing, China *Corresponding Author.

Abstract

This study explores the influence of different webcasting genres on the income of live streamers, specifically focusing on how viewer interactions during live streams affect the propensity to reward. Utilizing data collected from the Tiger Tooth platform in July 2023, we employed multiple linear regression models to evaluate the financial implications of various live streaming categories on the income derived from viewer gifts. Our findings indicate that entertainment-focused streams, which offer heightened emotional engagement, are more successful in prompting viewers to reward, thereby enhancing the streamers' earnings. Conversely, competitive gaming streams, characterized by their operational and adversarial nature, may not elicit the same level of emotional investment, leading to a diminished inclination to reward. This study concludes with strategic recommendations for streamers, platforms, and regulatory bodies aimed at fostering the sustainable growth of the live streaming sector.

Keywords

Webcasting; Streamer Income; Viewer Engagement; Live Streaming Industry

References

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