Downstream and Upstream Effects of Consumer-to-Consumer (vs. Personal) Subscriptions: Implications for the Customer Lifetime Value – MSI

Working Paper

Downstream and Upstream Effects of Consumer-to-Consumer (vs. Personal) Subscriptions: Implications for the Customer Lifetime Value

Kane Koh, Dai Yao, Fang-Chi Lu, Jing Lei and Liliana Bove

Dec 20, 2024

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Analyzes how viewers receiving gift subscriptions to social live streaming services on Twitch compare with self-subscribers in their reaction to aspects of creators’ videos and resulting financial support, with implications for calculating customer lifetime value (CLV).

Topics

Consumer Behavior & Insights Omnichannels & Customer Journey Social Media & Social Influencers

research recap

Livestream Gift Subscriptions: The Gift that Keeps on Giving (to Creators)

Creators on gaming live streaming services rely on paying viewers, but not all subscriptions are created equal. Viewers who subscribe for themselves are more committed and engage by commenting. Those receiving gift subscriptions from other viewers tend to tip more and respond positively to longer, happier, faster and louder videos.

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