There is not a tremendous amount of study on the business value of live streaming in the digital economy, but a new paper on this has some interesting observations from the standpoint of online retail. The paper is “Everyone Can Be a Star in the Digital Economy: Quantifying the Business Value of Live Streaming Technology in Online Retail
.” One finding (not surprising) is that “adopting live streaming significantly boosts online product sales.” The authors acknowledge limitations of most empirical studies, including their own, but they give a good deal of backstory on live streaming and say that future research is needed.
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