Exclusive content in two‐sided markets

Ishihara, Akifumi; Oki, Ryoko

doi:10.1111/jems.12427

Cited by 10 publications

(4 citation statements)

References 24 publications

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“…For instance, the addition of old classic movies on Amazon Prime Video or newer regional content that went global, such as Squid Games and Money Heist on Netflix. Finally, the exclusivity of the content is one of the significant forces garnering users' attention toward over‐the‐top platforms that are weaving customized content for their subscribers (Ishihara & Oki, 2021). These strategies are bound to increase the users' affinity toward the content, sequentially expected to influence the willingness to pay for the content.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

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More the merrier!! Understanding the effect of available content choices over willingness to pay for over‐the‐top subscriptions

Gupta,

Shrivastava,

Gupta‐Rawal

2023

Psychology and Marketing

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Around the globe, the trend of cutting cable cords in favor of over‐the‐top media platforms has been rising tremendously. Further, the influx of different content is disrupting media consumption behavior. Underpinning the choice theory, this study investigates the effect of the availability of content choices on over‐the‐top platforms on users' subscription intention. Insights from the triangulation of marketplace evidence and interviews reveal that the availability of content choices leads to the willingness to pay for the content, which further leads to the subscription intention. The conceptual framework suggests that content affinity, reviews, and recommendations play a moderating role in suggested relationships. The three experimental studies validate that the role of content choices on subscription intention is mediated by the higher willingness to pay for the content only in the absence of negative platform‐related reviews and recommendations. Further, this study presents content strategies and suggested matrices for practitioners and paves the way for academicians to explore digital adoptions using choice theory for future research.

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Section: Conceptual Frameworkmentioning

confidence: 99%

“…Finally, the exclusivity of the content is one of the significant forces garnering users' attention toward over-the-top platforms that are weaving customized content for their subscribers (Ishihara & Oki, 2021).…”

Section: Content Affinitymentioning

confidence: 99%

More the merrier!! Understanding the effect of available content choices over willingness to pay for over‐the‐top subscriptions

Gupta,

Shrivastava,

Gupta‐Rawal

2023

Psychology and Marketing

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“…However, in reality, there might be marquee games who have market power vis-á-vis platforms. Exclusive deals, in such a setting, is studied byCarroni, Madio, and Shekhar (2019) andIshihara and Oki (2021) among others.…”

mentioning

confidence: 99%

Platform Pricing Choice: Exclusive Deals or Uniform Prices

Shekhar

2021

Review of Network Economics

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Platforms choose between offering exclusive deals or uniform prices to content providers in a setting where content providers can multi-home or single-home. We find that platforms offer exclusive deals for sufficiently large or sufficiently small values of standalone benefits. For sufficiently large or small standalone benefits, there are relatively large or small proportion of multi-homers to single-homers, exclusive deals allow to extract more efficiently from the content provider type that is relatively large in the market. Hence, it becomes more lucrative to employ exclusive deals regardless of the pricing strategy chosen by rival platform. We find that for standalone benefits being sufficiently small, exclusive deals equilibrium is also the industry profit enhancing outcome. On the other hand, when standalone benefits are large, exclusive pricing deals equilibrium leads to a prisoner’s dilemma type of outcome.

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“…Due to the fact that most music can be found on all of the major music streaming services, all of the primary competitors in this market provide a product that is nearly similar. Ishihara and Oki (2021) claim that unique music material causes a distribution channel bottleneck. Platforms may effectively dominate distribution channels, which means they can take advantage of the transaction benefits that content providers have gained.…”

Section: Recommendationmentioning

confidence: 99%

Strategic marketing analysis : a case study of Spotify

Chatsri

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This individual study explores and discusses the organizational and market aspects connected with creating a management framework that has enabled Spotify to have a disproportionate share of the music streaming industry's total earnings, Therefore, Spotify can continue dominate the market. The research comprises of two studies : one investigates the company's history, performance, and marketing initiatives, and another analyzes the market situation. The paper finds that the company's present shortcomings include its high royalty costs, unique selling proposition, payment to music owners, and current licensing agreements with music rights holders. Apart from that, the threats to Spotify include legal conflicts with multiple parties over contracts and also the fact that Spotify lacks the vast ecosystem strength that Apple and Amazon now possess. In order to move forward, Spotify can make the most of its strong brand recognition and position as the leading audio streaming service based on the number of users to gain customers in both new and established areas by potentially offering unique material that might reduce its cost structure and enhance its distinction by producing unique music content that is only accessible on Spotify, much as the company does now with podcasts.

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Exclusive content in two‐sided markets

Cited by 10 publications

References 24 publications

More the merrier!! Understanding the effect of available content choices over willingness to pay for over‐the‐top subscriptions

More the merrier!! Understanding the effect of available content choices over willingness to pay for over‐the‐top subscriptions

Platform Pricing Choice: Exclusive Deals or Uniform Prices

Strategic marketing analysis : a case study of Spotify

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