Social media stickiness in Mobile Personal Livestreaming service

Abstract

There has been explosive growth in Mobile Personal Livestreaming (MPL) market since 2016. MPL services are booming not only because they introduce the popular live content by spontaneous and personalized broadcasters, but also because they are deliberately designed to be the innovative social networking service (SNS) platforms. The latter is a very important aspect that distinguishes MPL from the traditional livestreaming services. In this paper, we study the social networking of a large scale MPL service “Inke” (with more than 200 million registered users, 15 million daily active users) in China. By analyzing the dataset we crawl and the features of Inke app, we show that the social media stickiness of Inke comes from three aspects: the follower-followee model, the virtual-gift-based incentive mechanism, and the multi-perspective interactivity between broadcasters and viewers. First, Inke introduces the follower-followee model rather than the traditional broadcaster-viewer model, and every user in Inke can be a broadcaster. This makes MPL have some different patterns from both the traditional livestreaming serives and SNS platforms. Second, Inke use virtual gift giving and user ranking as its incentive mechanism. Our measurement results show that this mechanism can indeed enhance user stickiness. Furthermore, Inke incorporates a variety of features during broadcasting to strengthen interactivity. The insight we gain in this paper has important implications for both existing and future designs.