Research On The Impact Of Piracy On The Pricing And Quality Of Sports Live Streaming Platforms

This article focuses on the rise of member paid sports event live streaming platforms in recent years,and the many unauthorized infringement phenomena such as live streaming and broadcasting of sports events on the internet.Taking representative Tencent Sports and black and white live streaming platforms as examples,in the context of two stages from 2015 to 2019 and 2019 to present,from the perspective of consumer utility function,Using the bilateral market theory,establish a tripartite game model of legitimate platforms,pirated platforms,and users with network effects to explore the impact and mechanism of piracy infringement on the membership pricing and event live streaming quality of formal sports live streaming platforms.Based on the changes in platform pricing and quality,explore the overall impact of piracy in the presence of network effects.Research has found that when network effects are not taken into account,the emergence of piracy suppresses the development of legitimate platforms,reducing their pricing for users and the quality of viewing provided to them;If the impact of network effects is considered,the emergence of piracy may actually increase the pricing of legitimate platforms,improve the quality level of the platform,and promote platform revenue.At the same time,if the impact of network effects is considered,the emergence of high-quality piracy will reduce social welfare,while low-quality piracy and piracy with moderate quality may actually improve overall social welfare.