I want to view it my way! How viewer engagement shapes the value co-creation on sports live streaming platform

This study focuses on sports live streaming platforms (SLSPs) that allow sports viewers to actively engage with various actors while watching sports live streams. By considering the influence of multiple actors, the study explores how different types of viewers perceive the value of their viewing experience. A structural model is developed and tested among four viewer groups who utilise SLSPs for sports event consumption. The findings demonstrate that the value propositions of all four actors significantly contribute to viewers’ experiences, and each group of viewers can acquire unique perceived value from the viewing experience. The research highlights the substantial impact of viewer engagement behaviour on the value co-creation process. It emphasises the importance for SLSPs’ operations managers to recognise the value propositions of diverse actors and the engagement behaviour of viewers, as this is crucial for tailoring viewing experiences and providing personalised services.