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Summary
Live streaming creators rely on paying viewers, but not all subscriptions are used in the same way. When viewers subscribe for themselves, the community tends to engage more through commenting, reflecting greater commitment. In contrast, gift subscriptions from other viewers lead to increased tipping within the community. Additionally, viewers tend to gift more than subscribe in response longer, happier, faster speaking and louder content.
The findings suggest that live streaming can be a considerably lucrative avenue for content creators. It also examines the effectiveness of different performance quality strategies and their influence on customer-to-customer subscriptions (C2CSubs) and tips, providing valuable insights for marketers and digital strategists.
