Bauer Business Focus

The Business of Streaming

The current market is unbalanced.


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As live-streaming platforms such as TikTok and Twitch gain popularity, the business potential of becoming a popular streamer is on the rise. Assistant Professor Keran Zhao with the Bauer College of Business at the University of Houston talks about the business of streaming.

“Streaming platforms allow users around the world to share information in real-time, creating a new full-time job of streamer. However, the current market of livestreaming is unbalanced.”

“A major proportion of the viewer base follows a relatively small group of streamers. But, what makes a streamer successful?”

“In this emerging ecosystem, streamers who produce interesting material, interactive content and elicit an emotional response are more likely to attract viewers. Increasingly, marketers and advertisers are relying on creating collaborations with prominent streamers to help them reach their target markets.”

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