AbstractMany live‐stream platforms (LSPs) have sought cooperation with e‐tailers or/and manufacturers. Considering the existing cooperation modes, we propose models to examine the optimal cooperation mode. Our study shows that the LSP benefits from cooperating with both firms. Moreover, the manufacturer profits from the LSP only cooperating with itself, while the e‐tailer may profit from the LSP only cooperating with itself or the manufacturer. The consumers benefit from the LSP only cooperates with one firm. We further consider the case where the manufacturer's LS channel is not inferior to the e‐tailer's channels and examine the equilibrium strategies for players and consumers.