Abstract: [Purpose/Significance] The purpose of this study is to provide new ideas for optimizing the content generated by online platform creators and improving adoption rate of online platform content. [Design/Methodology] We extended the competitive repertoire theory, which had traditionally been applied in the research of competitive strategy portfolio of enterprises, to the context of online platforms. Taking the video barrage platform 'Bilibili' as an example, based on captured second-hand data, this study analyzed the impacts of competitive function repertoire volume, complexity, and heterogeneity on the content adoption of creators. [Findings/Conclusion] The competitive function repertoire volume and heterogeneity significantly positively affect the content adoption of online platform creators, while the competitive function repertoire complexity significantly negatively affects the content adoption of online platform creators. At the same time, the effects of the competitive function repertoire volume, complexity and heterogeneity are interactive. [Originality/Value] This study provides references for optimizing the content ecology of video barrage platforms. It further improves the content adoption rate of creators, and enriches and improves the theoretical and practical systems of research on user behavior and information service.

Key words: Online platform, Competitive function repertoire, Competitive repertoire theory, Content adoption, Influencing factor