2024
DOI: 10.1002/mde.4256
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UGC creator's video‐generation and program‐participation decisions in the presence of ad‐revenue‐sharing programs

Xueyu Liu,
Shue Mei,
Weijun Zhong

Abstract: Video‐sharing platforms commonly implement ad‐revenue‐sharing programs to incentivize UGC creators. This paper constructs a game‐theoretic model to examine a creator's optimal decisions on video‐generation and program‐participation. Results show that participating in the ad‐revenue‐sharing program is not always beneficial to creators. Creators with small follower sizes and moderate creation efficiency may experience reduced payoff when participating in that program because of the resultant substantial decrease… Show more

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