离婚时自媒体账号作为虚拟财产的价值认定与分割

中图分类号：D923.9 文献标识码：A 文章编号：2095-6916（2026）08-0093-04

Abstract：Asaformofvirtualpropertyself-mediaaccountsface three majorchalengesindivorcedivision：disputesoverheir propertyatrbuteisiteigoeipndiflinuessmtTisarstatspiteissor itspropertyatributes，self-mediaaccountsshouldberecogzdasaforofvirtualproperty.Itersofownership，whiletheplatfo holdsownership，usersenjoytherightofuse.Forspouses，therightofuseshouldbedeterminedprimarilybasedonthe“registrationbasedprinciple”，withthe“operaion-basedprinciple”servingasanexception.Theeconomicvaluegeneratedfromsuchacountssould bedividedasarialpropertyValueaesntsouldecoducedbyprofessoalistitios，takingtdateoftrustedalr actual valuationasthreferencepoint.TheInterbrandmodelmayserveasarference，withacomprehensiveaessmentincoporating factorssuchasthesizeofthefanbaseandoperatingcosts.Adionall，relevantlaws，regulations，andevaluationsystemsshouldbe improved to achieve equitable division.

Keywords： self-media accounts; marital property; virtual property； account division

进入互联网时代以来，随着越来越多的人享受到流量红利，用抖音、快手、小红书等拍短视濒、直播带货等已经成为一种常见的电商经营模式，人人都可以进行短视频创作，而其中也不乏一些使用者付出较多时间、脑力或金钱成本，在众多账号中脱颖而出，积累了大量粉丝，形成具有相当经济价值的账号。（剩余5114字）