An econometric analysis of co-streamers with biased comments donation: using the KBO league

Purpose This study aims to explore the factors that related to the co-streamers with biased comments using econometrics. Design/methodology/approach With the growth of online streaming services, the sport industry has leveraged this opportunity to bring sport content to streaming platforms. Within this context, a new form of content known as co-streaming with biased comments has emerged. In this format, streamers broadcast games featuring their favorite teams and share their emotions and perspectives with their viewers. . The analysis is based on 4,844 data points collected from Korea Baseball Organization games played between 2021 and 2023. Findings The findings indicate that game outcomes, playoff appearances, team popularity, doubleheader, year, streaming experience, co-streamer with biased comments gender, streaming style, and average viewer are significantly associated with co-streamers with biased comment donation. Originality/value Overall, this study offers theoretical and managerial implications by highlighting the connection between game-related factors and the donation of co-streamers with biased comments.