STRATEGIC DIFFERENTIATION BY BUSINESS MODELS: FREE-TO-AIR AND PAY-TV

• 成果类型: Article
• 署名作者: Calvano, Emilio; Polo, Michele
• 署名单位: Bocconi University; Bocconi University
• 刊物名称: ECONOMIC JOURNAL
• ISSN/ISSBN: 0013-0133
• DOI: 10.1093/ej/uez037
• 发表日期: 2020
• 页码: 50-64
• 关键词: 2-sided markets; COMPETITION; STABILITY; media

摘要

Broadcasting markets are marked by the coexistence of outlets with radically different business models, some offering content free of charge and relying on advertising, others charging for access and airing few ads. We develop a model with competing broadcasters that leads to endogenous differentiation in business models. Differentiation is not driven by the heterogeneity of agents as in classic works. Rather it relates to the 'two-sided' nature of these markets. A key driver is a strong form of strategic substitutability induced by natural properties of technology that allows advertisers to reach viewers.