直播平台打赏收入分成模式研究

针对目前我国多数直播平台盈利能力不足的问题,本文从直播平台打赏收入的分成模式入手,以委托代理模型为基础,对不签约模式和签约模式下直播平台对打赏收入的最优抽成比例进行研究,同时对比分析了两种模式下直播平台在抽成比例与盈利能力等方面的不同,尝试从激励机制角度解释我国直播平台盈利能力不足的原因,并提出可行的解决方案,为我国直播行业的发展提供借鉴和参考.研究结果表明,签约主播比例与直播平台基础规模不匹配,以及直播平台以高额签约费吸引核心流量主播的签约策略不恰当,可能是导致直播平台盈利能力不足的两个原因.

Research on reward income sharing model of live streaming platforms

To solve the problem of the insufficient profitability of most live streaming platforms in China, this paper studies the reward income sharing model of live streaming platforms. Based on the principal-agent model, we compare the differences of sharing ratio and profitability between the non-contract mode and the contract mode, and attempt to explain the reasons for the insufficient profitability of live streaming platforms. The research provides a reference for the development of live streaming platforms in China. The results show that the two possible factors that lead to the insufficient profitability of the live streaming platforms are the mismatch between contract anchor and foundational magnitude of the live streaming platform and that the inappropriate signing strategy of attracting core anchors with high signing bonus.