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題名 遊戲直播平台獲利模式之個案分析-以Twitch直播平台為例
The study on profit model of the game live streaming platform- a case study of twitch
作者 戴欣晟
Tai, Hsin Chen
貢獻者 邱奕嘉
Chiu, Yi Chia
戴欣晟
Tai, Hsin Chen
關鍵詞 網路直播平台
平台商業模式
虛擬社群
Online streaming platform
Platform business model
Virtual community
日期 2017
上傳時間 2-Oct-2017 10:22:24 (UTC+8)
摘要 網際網路的發展加上行動裝置的普及,導致人們觀看影音媒體的方式逐漸數位化,資策會2015年報告指出,72%台灣民眾每週至少觀看一次線上影音平台。4G時代的來臨,使得網路直播成為一種新應用,世界各地也逐漸興起一股網路直播平台的風潮,多數的直播平台雖然擁有很高的用戶流量,卻沒辦法成功的把這些用戶流量轉化為金流,高額的頻寬成本造成直播平台連年虧損。然而,Twitch卻能脫穎而出,以專攻遊戲直播市場,2015年營收高達13.6億美元,更被亞馬遜以9.7億美元將其收購。究竟直播平台應該如何獲利?如何驅動營收的成長?為本研究欲探討之問題。
本研究挑選專攻遊戲直播市場的Twitch 為個案,運用多邊市場結構的概念分析Twitch的獲利模式;運用社群遞增動態循環四構面-內容、忠誠、輪廓和交易活動,分析Twitch如何驅動營收成長。
本研究發現,Twitch多元的獲利模式依賴其平台所連接之多邊市場,並且對不同的市場採取不同的獲利模式。Twitch多元的獲利模式歸納為:訂閱、廣告和交易模式。另外,直播平台想要驅動營收的成長,則需專注於核心領域、提升平台內容質量和平台成員之忠誠度,才能夠有效驅動平台多元的營收成長。
The way of people watching media are changing to digitalization. According to Taiwan Institution for Information Industry’s report in 2015, 72 percent of population in Taiwan watch media through online video platform at least one time in a week. Also, the fourth generation of mobile telecommunications technology (4G) makes the application of online streaming popular, which leads more and more online streaming platforms came out all over the world. In fact, many online streaming platforms are losing money year after year, due to the huge cost of the Internet Bandwidth and without a successful profit model to transform the high volume of users into revenue.
However, Twitch, which focus on game live streaming market, are very successful nowadays. Twitch claims 43% of market share in the gaming content industry and earned $3.8 billion in 2015. Also, Twitch was bought by Amazon for $970 million in 2014.
Therefore, this research chooses Twitch as a research target, and focus on analysis of Twitch’s profit model and how Twitch increases its revenue through theoretical method
This research finds that Twitch’s successful profit model is due to its multi-markets. Twitch uses different profit strategies on different markets. Twitch’s multiple profit models can be categorized into Subscription, Advertising, and Transaction Models. In addition, Twitch increases its revenue by focusing on core market, increasing the quality of platform contents and the loyalty of platform users.
參考文獻 中文部分:
陳威如與余卓軒(2013),平台策略,台北: 商周出版。
陳宏民與胥莉(2007),雙邊市場:企業競爭的新視角,上海:上海人民出版社。
朱道凱 譯(1998),網路商機:如何經營虛擬社群?(Net Gain ),臺北市 :臉譜。
蘇芬媛(1996),「網路虛擬社區的形成:MUD之初探性研究」,國立交通大學傳播研
究所碩士論文。
丁鴻裕(2013),Twitch.tv:經典遊戲賽事直播平台,資策會MIC。
黃堯健(2013),線上遊戲之虛擬社群經營模式探討。國立政治大學科技管理與智慧財
產研究所碩士論文,台北市。
張語珊(2015),垂直性社群平台的價值獲取策略探討。國立政治大學企業管理研究所
(MBA學位學程)碩士論文,台北市。
莊志華(2016),遊戲實況產業分析-以Twitch.tv為例。長庚大學商管專業學院學位碩
士論文。

英文部分:
Eisenmann, T., G. Parker, and M.V. Alstyne, (2006). Strategies for two-sided
markets. Harvard Business Review, 84, No.10, pp.92-101
Evans, D. S. and R. Schmalensee, (2007). Catalyst code: The strategies behind the
world`s most dynamic companies, Boston, Mass: Harvard Business School Press.
Enders, A., Hungenberg, H., Denker, H. P., & Mauch, S. (2008). The long tail of
social networking.: Revenue models of social networking sites. European
Management Journal, 26(3), 199-211.
Fernback, J., & Thompson, B. (1995). Virtual Communities: Abort, Retry, Failure?.
Hagel, J., and Armstrong, (1997) A. Net gain: Expanding Markets through Virtual
Communities, Mass: Harvard Business School Press, Boston.
Merriam, S. B., & Tisdell, E. J. (2015). Qualitative research: A guide to design and
implementation. John Wiley & Sons.
Preece, J. (2000). Online communities: Designing usability and supporting
socialbilty. John Wiley & Sons, Inc..
Rochet, J. C., & Tirole, J. (2004). Two-sided markets: an overview. Institut
ed’Economie Industrielle working paper.
Rochet, J.-C. and J. Tirole, (2003). Platform competition in two-sided markets.
Journal of the European Economic Association, 1, No.4, pp.990-1029.
Rheingold, H. The Virtual Community: Homesteading on the Electronic Frontier,
Reading, MA: Addison-Wesley, 1993.
Romm, C., Pliskin, N., and Clarke, R. “Virtual Communities and Society: Toward and
Integrative Three Phase Model”, International Journal of Information Management
(17:4), 1997, pp.261-270.
Parker, G. G., Van Alstyne, M. W., & Choudary, S. P. (2016). Platform revolution:
How networked markets are transforming the economy--and how to make them
work for you. WW Norton & Company.
Yin, R. K. (1994). Case study research: Design and methods (2nd ed.). Thousand
Oaks, CA: Sage.
Schmitz, S. (2015). Developing a Business Model for a Podcast Streaming Service:
Case Study Analysis of Online Streaming Businesses and Identification of
Success Factors.
Deng, J., Tyson, G., Cuadrado, F., & Uhlig, S. (2017, March). Internet Scale User-
Generated Live Video Streaming: The Twitch Case. In PAM (pp. 60-71).

網站部分:
Twitch官網,取自:http:// www.twitch.com/
Twitch: The 2013 Retrospective. ,取自:https://www.twitch.tv/year/2013
Twitch: The 2014 Retrospective. ,取自:https://www.twitch.tv/year/2014
Twitch: The 2015 Retrospective.,取自: https://www.twitch.tv/year/2015
Twitch: The 2016 Retrospective. ,取自:https://www.twitch.tv/year/2016
Tiwtich.tv,維基百科,取自:https://en.wikipedia.org/wiki/Twitch.tv
Jusin.tv,維基百科,取自:https://en.wikipedia.org/wiki/Justin.tv
Superdata官網,取自:https://www.superdataresearch.com/
Newzoo官網,取自:https://newzoo.com/
北京直播天下(2016)。2016年度中國直播行業熱度報告。北京直播天下科技股份有限
公司,取自:http://okgo.top/14925976251871500.pdf
張玉城 (2017)。Bpaper品牌創新|品牌新聞|品牌規劃|品牌形象|企業內訓,取自:
http://www.bpaper.org.tw/communication/twitch/
硬塞的網路趨勢觀察 (2016). 抓住遊戲影音直播熱潮,Twitch 生財有道 - INSIDE 硬塞的
網路趨勢觀察,取自:https://www.inside.com.tw/2016/11/14/twitch-and-live-
stream
Twitch新增「盟友」實況賺收入,每月開台七天就能申請 | 4Gamers. (2017). 4Gamers
官方網站,取自:https://www.4gamers.com.tw/news/detail/31952/twitch-add-
new-non-partnered-streamer-earn-profit
2016年泛娛樂直播市場規模達208.3億元,使用者規模正逐漸擴大 - FunCity 方城市行
銷股份有限公司. (2017). FunCity 方城市行銷股份有限公司. 取自: http://funcity.tw/?
p=3306
艾瑞:2016年電競市場規模將超300億元. (2017). Kknews.cc. 取自:
https://kknews.cc/zh-tw/game/gyq538.html
最具代表性直播平台分類與特色介紹. (2017). 中文頭條新聞. 取自:
https://www.chinatt.news/6403495660095537665.html
做不做直播?先看看直播的鼻祖是谁吧! | 人人都是產品經理. (2016). Woshipm.com.
取自:http://www.woshipm.com/it/356203.html
硬塞的網路趨勢觀察, I. (2016). 新眼球爭奪戰開打,你對「網路直播」知多少? -
INSIDE 硬塞的網路趨勢觀察. INSIDE 硬塞的網路趨勢觀察. 取自:
https://www.inside.com.tw/2016/05/20/broadcasting-live-video-online
直播熱潮是泡沫嗎?還是新世代的開端?|數位時代. (2016). 數位時代. 取自: from
https://www.bnext.com.tw/article/41954/live-is-bubble-or-future
Chang. (2016). Twitch介紹及分析. Slideshare.net. 取自:
https://www.slideshare.net/BrandMentor/twitch-64456706
Live直播正夯! 淺談live直播網站"justin.tv" 和"twitch". (2014). Twblog.flipr.tv. 取自:
http://twblog.flipr.tv/2014/02/live-livejustintv-twitch.html
主機大廠與遊戲大廠如何面對變化?資策會分析師談遊戲市場趨勢與商機. (2017). 巴哈
姆特電玩資訊站,取自:https://gnn.gamer.com.tw/5/103175.html
錢思敏(2015)電競產業觀察Part1:它是一整個生態系,機會可能比你想像中還大!
| 數位時代,取自:https://www.bnext.com.tw/article/37698/BN-2015-10-19-
122720-77
YiJu(2016),遊戲直播,一個最大的小眾市場,股感知識庫,取自:
https://www.stockfeel.com.tw/遊戲直播,一個最大的小眾市場
鈦媒體(2016)直播行业逼近拐点,这么多的亏损平台该如何续命?取自:
http://www.tmtpost.com/2515662.html
Redark Inc.(2015),Twitch使用者及行為調查,方舟數位娛樂有限公司。取自:
https://www.slideshare.net/Redarkspport/twitch150702-50088015
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363010
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1043630101
資料類型 thesis
dc.contributor.advisor 邱奕嘉zh_TW
dc.contributor.advisor Chiu, Yi Chiaen_US
dc.contributor.author (Authors) 戴欣晟zh_TW
dc.contributor.author (Authors) Tai, Hsin Chenen_US
dc.creator (作者) 戴欣晟zh_TW
dc.creator (作者) Tai, Hsin Chenen_US
dc.date (日期) 2017en_US
dc.date.accessioned 2-Oct-2017 10:22:24 (UTC+8)-
dc.date.available 2-Oct-2017 10:22:24 (UTC+8)-
dc.date.issued (上傳時間) 2-Oct-2017 10:22:24 (UTC+8)-
dc.identifier (Other Identifiers) G1043630101en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/113321-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 104363010zh_TW
dc.description.abstract (摘要) 網際網路的發展加上行動裝置的普及,導致人們觀看影音媒體的方式逐漸數位化,資策會2015年報告指出,72%台灣民眾每週至少觀看一次線上影音平台。4G時代的來臨,使得網路直播成為一種新應用,世界各地也逐漸興起一股網路直播平台的風潮,多數的直播平台雖然擁有很高的用戶流量,卻沒辦法成功的把這些用戶流量轉化為金流,高額的頻寬成本造成直播平台連年虧損。然而,Twitch卻能脫穎而出,以專攻遊戲直播市場,2015年營收高達13.6億美元,更被亞馬遜以9.7億美元將其收購。究竟直播平台應該如何獲利?如何驅動營收的成長?為本研究欲探討之問題。
本研究挑選專攻遊戲直播市場的Twitch 為個案,運用多邊市場結構的概念分析Twitch的獲利模式;運用社群遞增動態循環四構面-內容、忠誠、輪廓和交易活動,分析Twitch如何驅動營收成長。
本研究發現,Twitch多元的獲利模式依賴其平台所連接之多邊市場,並且對不同的市場採取不同的獲利模式。Twitch多元的獲利模式歸納為:訂閱、廣告和交易模式。另外,直播平台想要驅動營收的成長,則需專注於核心領域、提升平台內容質量和平台成員之忠誠度,才能夠有效驅動平台多元的營收成長。
zh_TW
dc.description.abstract (摘要) The way of people watching media are changing to digitalization. According to Taiwan Institution for Information Industry’s report in 2015, 72 percent of population in Taiwan watch media through online video platform at least one time in a week. Also, the fourth generation of mobile telecommunications technology (4G) makes the application of online streaming popular, which leads more and more online streaming platforms came out all over the world. In fact, many online streaming platforms are losing money year after year, due to the huge cost of the Internet Bandwidth and without a successful profit model to transform the high volume of users into revenue.
However, Twitch, which focus on game live streaming market, are very successful nowadays. Twitch claims 43% of market share in the gaming content industry and earned $3.8 billion in 2015. Also, Twitch was bought by Amazon for $970 million in 2014.
Therefore, this research chooses Twitch as a research target, and focus on analysis of Twitch’s profit model and how Twitch increases its revenue through theoretical method
This research finds that Twitch’s successful profit model is due to its multi-markets. Twitch uses different profit strategies on different markets. Twitch’s multiple profit models can be categorized into Subscription, Advertising, and Transaction Models. In addition, Twitch increases its revenue by focusing on core market, increasing the quality of platform contents and the loyalty of platform users.
en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 5
第三節 章節架構 6
第二章 文獻探討 7
第一節 平台 7
第二節 虛擬社群 14
第三章 研究方法與流程 22
第一節 個案研究法 22
第二節 研究標的選擇 25
第三節 研究架構 26
第四節 研究流程 27
第四章 產業概況與個案介紹 29
第一節 產業概況 29
第二節 個案介紹 45
第五章 個案分析 59
第一節 多邊市場結構分析 59
第二節 獲利模式分析 62
第三節 報酬遞增動態循環分析 66
第六章 結論與建議 74
第一節 結論 74
第二節 研究限制與後續研究建議 79
參考文獻: 80
中文部分: 80
英文部分: 81
網站部分: 83
zh_TW
dc.format.extent 5197927 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1043630101en_US
dc.subject (關鍵詞) 網路直播平台zh_TW
dc.subject (關鍵詞) 平台商業模式zh_TW
dc.subject (關鍵詞) 虛擬社群zh_TW
dc.subject (關鍵詞) Online streaming platformen_US
dc.subject (關鍵詞) Platform business modelen_US
dc.subject (關鍵詞) Virtual communityen_US
dc.title (題名) 遊戲直播平台獲利模式之個案分析-以Twitch直播平台為例zh_TW
dc.title (題名) The study on profit model of the game live streaming platform- a case study of twitchen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分:
陳威如與余卓軒(2013),平台策略,台北: 商周出版。
陳宏民與胥莉(2007),雙邊市場:企業競爭的新視角,上海:上海人民出版社。
朱道凱 譯(1998),網路商機:如何經營虛擬社群?(Net Gain ),臺北市 :臉譜。
蘇芬媛(1996),「網路虛擬社區的形成:MUD之初探性研究」,國立交通大學傳播研
究所碩士論文。
丁鴻裕(2013),Twitch.tv:經典遊戲賽事直播平台,資策會MIC。
黃堯健(2013),線上遊戲之虛擬社群經營模式探討。國立政治大學科技管理與智慧財
產研究所碩士論文,台北市。
張語珊(2015),垂直性社群平台的價值獲取策略探討。國立政治大學企業管理研究所
(MBA學位學程)碩士論文,台北市。
莊志華(2016),遊戲實況產業分析-以Twitch.tv為例。長庚大學商管專業學院學位碩
士論文。

英文部分:
Eisenmann, T., G. Parker, and M.V. Alstyne, (2006). Strategies for two-sided
markets. Harvard Business Review, 84, No.10, pp.92-101
Evans, D. S. and R. Schmalensee, (2007). Catalyst code: The strategies behind the
world`s most dynamic companies, Boston, Mass: Harvard Business School Press.
Enders, A., Hungenberg, H., Denker, H. P., & Mauch, S. (2008). The long tail of
social networking.: Revenue models of social networking sites. European
Management Journal, 26(3), 199-211.
Fernback, J., & Thompson, B. (1995). Virtual Communities: Abort, Retry, Failure?.
Hagel, J., and Armstrong, (1997) A. Net gain: Expanding Markets through Virtual
Communities, Mass: Harvard Business School Press, Boston.
Merriam, S. B., & Tisdell, E. J. (2015). Qualitative research: A guide to design and
implementation. John Wiley & Sons.
Preece, J. (2000). Online communities: Designing usability and supporting
socialbilty. John Wiley & Sons, Inc..
Rochet, J. C., & Tirole, J. (2004). Two-sided markets: an overview. Institut
ed’Economie Industrielle working paper.
Rochet, J.-C. and J. Tirole, (2003). Platform competition in two-sided markets.
Journal of the European Economic Association, 1, No.4, pp.990-1029.
Rheingold, H. The Virtual Community: Homesteading on the Electronic Frontier,
Reading, MA: Addison-Wesley, 1993.
Romm, C., Pliskin, N., and Clarke, R. “Virtual Communities and Society: Toward and
Integrative Three Phase Model”, International Journal of Information Management
(17:4), 1997, pp.261-270.
Parker, G. G., Van Alstyne, M. W., & Choudary, S. P. (2016). Platform revolution:
How networked markets are transforming the economy--and how to make them
work for you. WW Norton & Company.
Yin, R. K. (1994). Case study research: Design and methods (2nd ed.). Thousand
Oaks, CA: Sage.
Schmitz, S. (2015). Developing a Business Model for a Podcast Streaming Service:
Case Study Analysis of Online Streaming Businesses and Identification of
Success Factors.
Deng, J., Tyson, G., Cuadrado, F., & Uhlig, S. (2017, March). Internet Scale User-
Generated Live Video Streaming: The Twitch Case. In PAM (pp. 60-71).

網站部分:
Twitch官網,取自:http:// www.twitch.com/
Twitch: The 2013 Retrospective. ,取自:https://www.twitch.tv/year/2013
Twitch: The 2014 Retrospective. ,取自:https://www.twitch.tv/year/2014
Twitch: The 2015 Retrospective.,取自: https://www.twitch.tv/year/2015
Twitch: The 2016 Retrospective. ,取自:https://www.twitch.tv/year/2016
Tiwtich.tv,維基百科,取自:https://en.wikipedia.org/wiki/Twitch.tv
Jusin.tv,維基百科,取自:https://en.wikipedia.org/wiki/Justin.tv
Superdata官網,取自:https://www.superdataresearch.com/
Newzoo官網,取自:https://newzoo.com/
北京直播天下(2016)。2016年度中國直播行業熱度報告。北京直播天下科技股份有限
公司,取自:http://okgo.top/14925976251871500.pdf
張玉城 (2017)。Bpaper品牌創新|品牌新聞|品牌規劃|品牌形象|企業內訓,取自:
http://www.bpaper.org.tw/communication/twitch/
硬塞的網路趨勢觀察 (2016). 抓住遊戲影音直播熱潮,Twitch 生財有道 - INSIDE 硬塞的
網路趨勢觀察,取自:https://www.inside.com.tw/2016/11/14/twitch-and-live-
stream
Twitch新增「盟友」實況賺收入,每月開台七天就能申請 | 4Gamers. (2017). 4Gamers
官方網站,取自:https://www.4gamers.com.tw/news/detail/31952/twitch-add-
new-non-partnered-streamer-earn-profit
2016年泛娛樂直播市場規模達208.3億元,使用者規模正逐漸擴大 - FunCity 方城市行
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