Title: Transitioning from Live Broadcast to On-Demand: Analyzing Consumer Demand and Price Sensitivity Throughout the Livestreaming Lifecycle

Abstract: Livestreaming has emerged as a robust industry, enabling content creators to directly monetize their work while fostering deeper connections with their audiences and followers. Typically, marketing strategies by both creators and platforms are heavily concentrated in the window preceding the broadcast. However, once the live event concludes, the content naturally shifts to a recorded format, opening up potential "residual" revenue streams. This research systematically investigates consumer demand for live events across the entire livestream lifecycle, leveraging data from a major platform that permits users to buy the recorded version of a paid live event after it has ended. The study reveals that demand is unexpectedly more price-sensitive during the pre-livestream phase than in the post-period. This phenomenon is attributed to two primary mechanisms: consumer self-selection, where infrequent viewers who might have missed the live broadcast demonstrate a higher willingness to pay for the recorded content, and quality uncertainty, as consumers face greater ambiguity regarding event quality before the broadcast compared to after. These insights offer significant implications for pricing and targeting strategies within livestreaming markets.

Source: arXiv Generated at: 2026-06-04 00:00:00 UTC