“…First, it relates to a nascent stream of empirical research on freemium pricing when firms offer both a free and a paid version of a digital product. Existing research has demonstrated the effect of providing a free version in various contexts such as software (Chen et al, 2017;Lee and Tan, 2013;Runge et al, 2016), cloud storage (Lee et al, 2017), digital TV service (Foubert and Gijsbrechts, 2016) and on-demand dramas (Hoang and Kauffman, 2018). For apps on Google Play, Liu et al (2014) find that paid apps with a free counterpart receive more sales than those that do not have a free counterpart.…”