Live Streaming Services Research Articles

A Clustering Approach to Unveil User Similarities in 6-DoF Extended Reality Applications

The advent in our daily life of Extended Reality (XR) technologies, such as Virtual and Augmented Reality, has led to the rise of user-centric systems, offering higher level of interaction and presence in virtual environments. In this context, understanding the actual interactivity of users is still an open challenge and a key step to enabling user-centric system. In this work, our goal is to construct an efficient clustering tool for 6 Degree-of-Freedom (DoF) navigation trajectories by extending the applicability of existing behavioural tool. Specifically, we first compare the navigation in 6-DoF with its 3-DoF counterpart, highlighting the main differences and novelties. Then, we investigate new metrics aimed at better modelling behavioural similarities between users in a 6-DoF system. More concretely, we define and compare 11 similarity metrics which are based on different distance features ( i.e. , user positions in the 3D space, user viewing directions) and distance measurements ( i.e. , Euclidean, Geodesic, angular distance). Our solutions are validated and tested on real navigation paths of users interacting with dynamic volumetric media in both 6-DoF Virtual Reality and Augmented Reality conditions. Results show that metrics based on both user position and viewing direction better perform in detecting user similarity while navigating in a 6-DoF system. Such easy-to-use but robust metrics allow us to answer a fundamental question for user-centric systems: “how do we detect if users look at the same content in 6-DoF?”, opening the gate to new solutions based on users interactivity, such as viewport prediction, live streaming services optimised based on users behaviour but also for user-based quality assessment methods.

Give to give: The gifting motivation and behavior in the social live streaming service

The social live streaming service (SLSS) helps users broadcast live videos over the Internet for social interactions. In SLSS, attracting users to purchase and give virtual items as gifts – referred to as online gift-giving or gifting – is a newly emerging business model. This study thus raises the question, what motivates users to spend money on virtual items and actively give them as gifts in SLSS? The study taps into the question from a novel perspective, the Bekkers & Wiepking’s framework of philanthropy. In light of the perspective, the study proposes and validates a research model, indicating that motivational variables such as price fairness, perceived enjoyment, and status-seeking significantly influence SLSS gifting intention/behavior indirectly through users’ awareness of needs for gifting. The findings suggest the appropriateness and relevance of the perspective of philanthropy in explaining the SLSS gifting intention/behavior and extend both streams of SLSS and online gifting literature. The findings also offer managerial implications for E-business practitioners.

Game-theoretic implications for uncovering the effects of virtual tipping in complex user networks

Consumer-generated media (CGM), including social live streaming service (SLSS), often incorporate gamification elements to engage users. Online virtual tips and gifts, such as “bits” in Twitch, exemplify this approach by fostering interactive dynamics between live streamers and their audience. However, issues remain in understanding the impact of (virtual) tips on user behavior and how platform commissions, which are partly collected from the tips provided by other users, influence the platform’s overall revenue and user behavioral strategies. This study considers a CGM/SLSS platform, such as Twitch, as a variation of the public goods game and proposes a game-theoretical model integrated with a platform-mediated tipping system with a certain commission rate. In experiments, the proposed model was applied to artificial and actual SLSS networks, demonstrating that the influence of a tipping system on user behavior is significant, impacting the motivation for live streaming and the effort to improve its quality. Depending on individual preferences for psychological or monetary reward, the commission rate is determined by the platform depending on the users’ network positions, such as the degree of connectivity, which corresponds to the number of followers/followees in SLSS networks. Our findings offer valuable insights into the design and management of SLSS platforms and further suggest that there may be an appropriate commission rate to maximize platform revenue.

CA-Live360: Crowd-assisted transcoding and delivery for live 360-degree video streaming

In the burgeoning field of digital media, the popularity of live 360-degree video has witnessed an upward trajectory, underpinned by its immersive experience. In live 360-degree video streaming services, transcoding enormous video tiles and providing low-latency services for global viewers require significantly more computing and communication resources than traditional live services. Inspired by the huge crowdsourcing computational resources available at crowd, this paper designs CA-Live360, a Crowd-Assisted Live 360-degree video streaming solution, in which transcoding and delivery are supported by crowdsourcing devices. Due to the dynamic availability of resources, it is challenging to achieve low-latency live services, while guaranteeing fair transcoding. Therefore, firstly an innovative fairness-guaranteed transcoding task assignment scheme is proposed. This scheme employs a novel Fair Bandit algorithm based on the combinatorial multi-armed bandit approach to achieve low-latency transcoding while considering time-varying available resources and fairness constraints. Secondly, to reduce delivery latency, we design a transcoding-aware delivery scheme, in which a provider–requester matching algorithm is introduced to realize effective requester scheduling. Real-world trace-driven experiments demonstrate the improved performance of the proposed CA-Live360 solution in terms of system delay and fairness.

The Social Practice of E-Sports in the United Arab Emirates: An Empirical Field Study on a Sample of University Students

Abstract This research examines United Arab Emirates (UAE) university students’ electronic sports habits and motivations using the theory of uses and rewards and the motivation scale for sports consumption (MSSC). A deliberate sample of 172 participants was surveyed using an electronic questionnaire to give their perspectives on various electronic sports-related topics. Most respondents considered e-sports a serious sport and valued it as a social practice. They practiced e-sports for two to four hours daily, preferring multiplayer games, confirming the collective tendency. Live-streaming services have helped electronic sports to become mainstream. Considering the UAE’s enthusiasm, most respondents played e-sports professionally. Finally, indirect realization, aesthetics, and escapism motivated e-sports players. These findings shed light on the perspectives and experiences of UAE residents who participate in electronic sports and may be used to guide efforts to legitimize and mainstream the activity.

The effects of game mechanics on user retention in using social live streaming services

PurposeSocial live streaming services (SLSS) have infused gamification into interface design and feature applications. Firms adopt gamification mechanisms to win customer loyalty in the live streaming and SLSS markets. Based on the mechanics-dynamics-aesthetics (MDA) framework and uses and gratifications 2.0 theory (UGT 2.0), this study aims to investigate the effects of game mechanics (mechanics) on enjoyment and user retention (aesthetics) through rewards and social interaction (dynamics) in the context of SLSS.Design/methodology/approachThis study used an online survey via Google Forms, SurveyCake and social media platforms like Facebook, Instagram and Line to collect data from 232 SLSS users in Taiwan. Partial least squares structural equation modeling (PLS-SEM) was adopted to analyze the data.FindingsThe results validated the relationships between game mechanics and dynamic elements (rewards and social interaction) that triggered aesthetic elements (enjoyment feelings) among users. In addition, users experienced a sense of enjoyment that led to usage retention when using the gamified SLSS. Further, this study found enjoyment crucial for users to stay interactive with gamified services.Originality/valueDriven by UGT 2.0, this study closed the gaps by integrating the MDA framework into the SLSS context and better understanding how game mechanics are connected to rewards and social interaction, leading to enjoyment and user retention when using SLSS. This study provides fresh insights into gamification-oriented SLSS practices. It offers significant theoretical and managerial implications and provides guidelines for SLSS platform operators on fostering user retention.

Research on Live Streaming Marketing Strategy of Book Products Based on the SICAS Model

Short videos and live streaming services have seen exponential growth recently, as evidenced by the "China Internet Development Status Report 2022," impacting consumer behaviors and marketing strategies considerably. Even as digital has seen tremendous success across other cultural industries, book publishing remains behind in adopting these emerging media technologies. This study explores China's emerging realm of book live streaming marketing in light of its digital transformation of the book industry. This research endeavors to address a research gap regarding effective live streaming book promotion by applying the SICAS model, an all-encompassing framework designed for analyzing consumer behavior and marketing strategies within digital context. This study employs a qualitative research methodology, consisting of an examination of existing literature, consumer and industry insights, as well as case studies of successful live streaming marketing campaigns in the book industry. This research study's findings underscore the effectiveness of SICAS model in optimizing each stage of book live streaming marketing: Sense, Interest & Interaction, Connection & Communication, Action, and Share. Research findings demonstrate that implementation of the SICAS model can significantly enhance marketing effectiveness, increase sales volume and contribute to revitalizing book industries in digital environments.

Cloud‐based video streaming services: Trends, challenges, and opportunities

AbstractCloud computing has drastically changed the delivery and consumption of live streaming content. The designs, challenges, and possible uses of cloud computing for live streaming are studied. A comprehensive overview of the technical and business issues surrounding cloud‐based live streaming is provided, including the benefits of cloud computing, the various live streaming architectures, and the challenges that live streaming service providers face in delivering high‐quality, real‐time services. The different techniques used to improve the performance of video streaming, such as adaptive bit‐rate streaming, multicast distribution, and edge computing are discussed and the necessity of low‐latency and high‐quality video transmission in cloud‐based live streaming is underlined. Issues such as improving user experience and live streaming service performance using cutting‐edge technology, like artificial intelligence and machine learning are discussed. In addition, the legal and regulatory implications of cloud‐based live streaming, including issues with network neutrality, data privacy, and content moderation are addressed. The future of cloud computing for live streaming is examined in the section that follows, and it looks at the most likely new developments in terms of trends and technology. For technology vendors, live streaming service providers, and regulators, the findings have major policy‐relevant implications. Suggestions on how stakeholders should address these concerns and take advantage of the potential presented by this rapidly evolving sector, as well as insights into the key challenges and opportunities associated with cloud‐based live streaming are provided.

COVID-19 information seeking and individuals’ protective behaviors: examining the role of information sources and information content

BackgroundSeeking COVID-19 information promotes individuals to adopt preventive behaviors, including wearing a mask, social distancing, staying away from risky places, and washing hands. This study aims to investigate which information and sources individuals relied on in seeking COVID-19 information and further examine their roles in individuals’ adoption of preventive behaviors.MethodsThrough a statistical analysis of 1027 valid responses from citizens in different Chinese cities in 2022 to the self-designed items in an online survey, this study identified individuals’ preferred information sources and content on COVID-19. Regarding the information sources and content, the study used multiple regression analysis to examine their associations with individuals’ preventive behaviors, and further applied fuzzy-set qualitative comparative analysis (fsQCA) to explore their configurations that increase the likelihood of individuals adopting preventive behaviors.ResultsIndividuals preferred information about the newest prevention and control policies, precautions and treatment, and symptoms from the sources of workplace and community, social media, and social live streaming services. Additionally, individuals’ preventive behaviors were positively related to the workplace and community (β = 0.202, p <.001), social live streaming services (β = 0.089, p <.01), government department websites (β = 0.079, p <.05), television (β = 0.073, p <.05), and online news media (β = 0.069, p <.05), but were negatively associated with newspapers (β=-0.087, p <.05). Regarding information content, precautions and treatments (β = 0.211, p <.001), the newest prevention and control policies (β = 0.173, p <.001), symptoms (β = 0.152, p <.001), and official rumor-dispelling information (β = 0.082, p <.05) had a positive relationship with individuals’ preventive behaviors. In addition, fsQCA results presented eight configurations that promote individuals to adopt preventive behaviors. The total coverage and solution consistency values were 0.869 and 0.987, respectively. Furthermore, COVID-19 information content, the sources of social media and interpersonal sources, and official news media played an essential role in increasing the likelihood of individuals adopting preventive behaviors.ConclusionsOur findings demonstrated that individuals seek various COVID-19 information from multiple sources. The direct and degree of association of information sources and content with individuals’ preventive behaviors vary from source to source and from content to content. Information sources and content could combinatorially promote individuals to adopt preventive behaviors through several configurations.

A Study of Impact of Consumer-Perceived Value on the Sales and Marketing Performance of Skincare Enterprises in the Context of E-commerce Live Streaming Using Consumer Trust as a Mediation

Background and Aims: According to the National Bureau of Statistics, the size of China's e-commerce market was 32550 billion yuan in 2018. By 2022, the size of China's e-commerce market had reached 47570 billion yuan, with annual growth rates of 13.57%, 9.46%, 7.1%, 10.4%, and 12.9%. More and more enterprises are choosing to open e-commerce live-streaming services. This paper aims to study the relationship between consumer perceived value and marketing performance in the skin care product e-commerce live broadcast room. Relationship between consumer trust and marketing performance in the skin care products e-commerce studio. Materials and Methods: This article analyzes the relationship between consumer value perception, consumer trust, and skincare marketing performance in the context of e-commerce live streaming through literature research and empirical analysis. Results: Through empirical analysis, it can be concluded that there is a positive relationship between consumer perceived value and marketing performance in skincare e-commerce live streaming rooms; There is a positive relationship between consumer trust and marketing performance in the live streaming room of skincare e-commerce; Consumer trust in skincare e-commerce live streaming rooms can serve as a mediator between perceived value and marketing performance. Conclusion: Advancements in technology, particularly the rise of live video in online shopping, have reshaped consumer preferences. Price sensitivity takes precedence over experiential factors, especially in skincare products, where lower live broadcast prices significantly boost consumer engagement and drive purchase decisions.

Uncovering the potential of Twitch as a source for social media metrics

The social live streaming service Twitch was launched in 2008 as Justin.tv, rebranded as Twitch Interactive in 2011, and acquired by Amazon in 2014. Although launched originally as a portal to broadcast videogames, Twitch currently hosts a wide range of content, including science and technology channels. Yet, despite growing interest in this online video sharing platform, Twitch’s potential for the study of science videos has been underexploited to date. This paper seeks to go some way to remedying this by studying the potential of Twitch as a data source for social media academic metrics. To do so, a scientometrics-inspired framework (the OBA framework) is proposed to integrate the analysis of Twitch, science videos and research organizations under a common conceptual space. Then, a science-related Twitch channel — National Aeronautics and Space Administration (NASA) — is used as a case study. We analyse 197 videos published by NASA between March 2017 and December 2022, as well as 51,935 clips created from NASA videos. Data were collected from the official Twitch API, which is also analysed to identify the units and metrics available and the channel’s performance in retrospective quantitative studies (i.e., non-live broadcasts). The results show that Twitch allows in-depth metric analyses of science videos to be undertaken, facilitating identification of both the activity and output-level impact of a scientific organization such as NASA. However, the Twitch API presents a few constraints, due, in the main, to the limited availability of many metrics that are restricted in time range, quantity, accuracy, or access, and which as such limit comprehensive retrospective studies. Despite these technical limitations, it is estimated that Twitch offers considerable potential for the study of science-related activity. The OBA model proposed facilitates the analysis of the activity of specific scientific agents (not only organizations but journals or other aggregates) under a conceptual framework based on approaches applied in quantitative studies of science.

Social Live-Streaming Use and Well-Being: Examining Participation, Financial Commitment, Social Capital, and Psychological Well-Being on Twitch.tv

This study examines how active participation, financial commitment, and passive participation in the leading social live-streaming service, Twitch.tv, relate to individuals’ psychological well-being. The three dimensions of social capital—structural, relational, and cognitive—as well as parasocial relationship are explored as mediators. Cross-sectional survey data from 396 respondents was analyzed by comparing two fully saturated structural equation models. Findings indicate actively participating in a favorite streamers’ Chat is positively associated with increased well-being. Structural social capital, or having more social interaction ties, positively mediates the relationship between active participation and well-being, as well as financial commitment and well-being. Greater cognitive social capital, or shared values and goals with a favorite streamer, is related to decreased well-being. Parasocial relationship does not significantly mediate the relationship between use and well-being. Our results demonstrate the importance of tangible social ties over the perceived relationships or identification with a favorite streamer.

Pricing and service effort strategy in live streaming commerce supply chain under the equal proportion settlement mode.

Investigating novel collaboration modes is imperative for enhancing the cooperative ties between brand retailers and anchors as live streaming commerce moves progressively towards standardization. In this paper, we study a live streaming commerce supply chain system composed of a brand retailer and an Internet celebrity anchor. We also develop the pricing and live streaming service effort decision models under the equal proportion settlement mode of pit fee for the brand retailer and anchor. The research results show that under certain conditions, there is an optimal joint decision on price discount and live streaming service effort. In addition, the equal proportion settlement mode provides security for brand retailers but tends to expose the anchor's capabilities of live streaming sales. Consequently, anchors can only obtain a higher proportion of the pit fee by putting in more effort. Finally, through numerical analysis, we presented the impact of key parameters on the optimal decisions, demand, and profits of brand retailers and anchors. Based on these findings, we provided relevant managerial insights, offering valuable guidance and reference for the live streaming commerce industry.

The Impact of App Football Live Streaming Service Quality on User Loyalty: Multiple Mediating Roles based on Different OnlineWatching Motivations

The Impact of App Football Live Streaming Service Quality on User Loyalty: Multiple Mediating Roles based on Different OnlineWatching Motivations

Value Co-creation in Sports Live Streaming Platforms: A Microfoundations Perspective

As a primarily synchronous social media form, social live streaming services offer real-time interaction between streamers and viewers, and among viewers. Users' value cocreation has become increasingly crucial for platform businesses to increase their competitive advantage. However, the previous studies using the microfoundations approach have only confirmed the employees' efforts to adopt technology as a way to achieve the firms' goals. In this article, we explore the microfoundations of external actors' (viewers and streamers) value cocreation on sports live streaming platforms (SLSPs). Taking China Sport as a case study, this article conducts netnography research with observations made of four live-streamed matches on the final matchday of the International Table Tennis Federation World Tour Grand Final 2019. In total, 16 204 real-time messages and 5540 gifting messages are reviewed. In-depth interviews are also conducted with 5 streamers and 15 viewers. As a result, a typology of viewers (managers, fans, and audiences) emerges, and five viewer–streamer–viewer value cocreation activities are revealed. Furthermore, the unique value-in-use among streamers and viewers in different activities is found. This study presents a model to show that the viewers' engagement and the value cocreation activities between viewers and streamers at a microlevel determines the value-in-use formation, which, in turn, contributes to the competitive advantages for SLSPs at a macrolevel. This study contributes to the existing literature on the engagement behavior and value cocreation by empirically examining the role of external actors' engagement as the microfoundations of value cocreation in the context of new social technologies—SLSPs.

Live Streaming Service Introduction and Optimal Contract Selection in an E-Commerce Supply Chain

Live Streaming Service Introduction and Optimal Contract Selection in an E-Commerce Supply Chain

CrossFit Games: A Case Study of Consumer Engagement on Social Live-Streaming Service Platforms

Social media platforms offer a direct channel for broadcasting live content to followers, emphasizing the immediacy of interaction. Social live-streaming services present a unique opportunity for niche sport organizations to engage with their communities in real time, providing new opportunities for interaction and engagement. This paper employs a case study of the 2022 CrossFit (CF) Games to understand how social live-streaming services influence consumer engagement in niche sports. Using an online survey and content analysis, the study finds that viewing the CF Games inspires participation and that viewers with a stronger connection to CF are less likely to engage in chat functions. These insights highlight the potential for niche sports to leverage social live-streaming services for enhanced engagement, offering a viable alternative to traditional broadcasting. Although the focus is on CF, the findings may provide valuable lessons for other niche sports facing similar challenges in visibility and audience engagement.

OJUMP: Optimization for joint unicast‐multicast panoramic VR live streaming system

AbstractVirtual reality (VR) videos have garnered increasing attention due to their ability to deliver immersive multimedia experiences to users. Nonetheless, the demanding requirements of high bandwidth and low latency for VR services present significant challenges, especially in the context of network infrastructure. In this article, we introduce a novel system called OJUMP, aimed at Optimizing the transmission and distribution of Joint Unicast‐Multicast Panoramic video field of view live streaming using Bit Index Explicit Replication (BIER). The proposed system encompasses a BIER‐based network transmission approach that enhances video transmission efficiency and facilitates large‐scale service deployment. Furthermore, OJUMP includes a dynamic disk‐state‐based tile slice distribution storage algorithm and a prefetch method designed for edge nodes to enhance the distribution efficiency of live streaming services. Experimental results illustrate that the proposed system offers distinct advantages over the baseline system in terms of bandwidth, latency, disk utilization, and central processing unit utilization.

Simulation of a Tele-Surgery process through a Live Video Streaming service, using Simu5G and Wowza

Telematic services that require low latency for real-time applications and that make use of wireless mobile networks are increasingly popular. In the case of Tele-Surgery services that employ Live Video Streaming (LVS), latency times of the order of 1ms are needed. Given the difficulty of implementing real 5G test scenarios that enable this type of service to be characterized, this paper presents an emulation scenario that uses Simu5G to simulate the network, Wowza as a real video server, OBS Studio for transmission and VLC media player for content playback. This emulation scenario makes it possible to modify such parameters as bitrate, bandwidth, frequency and numerology index in order to evaluate different network configurations. By varying these parameters in a controlled way, packet losses are obtained for different bitrate values. The best quality video was obtained with a bitrate of 3000 Kbps.

DOREMI (Dongeng Arek Milenial): Library Program for Introducing Culture to Children and Youth

Libraries must embrace innovation, ensuring that users can easily access and enjoy the services offered. This research aims to assess the effectiveness of DOREMI (Millennial Arek Tales) services as a novel means of cultural introduction. Employing a quantitative approach with descriptive research, the study utilized non-probability sampling, involving 100 respondents. Research methods included observation, distribution of questionnaires, and documentation. The study found that the DOREMI Live Streaming Service Innovation Program (Fairy Tales of Millennials) at the Tulungagung Regency Regional Library adheres to all principles of program innovation, encompassing program objectives, socialization, observations, and effectiveness. A significant 64% of respondents agreed that the DOREMI program enhances information and motivates them to engage in reading, while an equal percentage found the program organized by the library to be interesting. Additionally, 74% strongly agreed that participating in the DOREMI service imparted moral messages from the stories. The services provided an engaging and entertaining platform for storytelling, contributing to the promotion of cultural diversity and heritage within society. This enriches people's knowledge and understanding of various cultures. In conclusion, the services proved highly effective as a medium for introducing culture to the millennial generation in today's era.