Competition for Advertisers and for Viewers in Media Markets

• 成果类型: Article
• 署名作者: Anderson, Simon P.; Foros, Oystein; Kind, Hans Jarle
• 署名单位: Norwegian School of Economics (NHH); University of Virginia
• 刊物名称: ECONOMIC JOURNAL
• ISSN/ISSBN: 0013-0133
• DOI: 10.1111/ecoj.12428
• 发表日期: 2018
• 页码: 34-54
• 关键词: network externalities; product variety; mergers

摘要

Standard models of advertising-financed media assume consumers patronise a single-media platform, precluding effective competition for advertisers. Such competition ensues if consumers multi-home. The principle of incremental pricing implies that multi-homing consumers are less valuable to platforms. Then entry of new platforms decreases advertisement prices, while a merger increases them, and advertisement-financed platforms may suffer if a public broadcaster carries advertisements. Platforms may bias content against multi-homing consumers, especially if consumers highly value overlapping content and/or second impressions have low value.