{"title":"盈利捆绑信息产品:来自Netflix视频库的证据","authors":"R. S. Hiller","doi":"10.1080/08997764.2017.1375507","DOIUrl":null,"url":null,"abstract":"ABSTRACT Using a unique dataset of the Netflix video on demand library, this article measures the characteristics of information goods important when employing a strategic bundling strategy. By matching the titles entering and exiting the library to their relevant properties, I use a characteristic approach to determine when the value to Netflix of adding a title exceeds the licensing fee and when the displacement effect associated with presence in the library dictates that the title will not be offered. Results show that titles of median commercial success are bundled more frequently than the most and least successful, and the number of similar films exiting the library is important to how likely a film is to enter, indicating strategic bundling. These results are generalizable to the streaming video industry and any information goods with rapidly diminishing marginal utility.","PeriodicalId":29945,"journal":{"name":"JOURNAL OF MEDIA ECONOMICS","volume":"30 1","pages":"65 - 81"},"PeriodicalIF":0.4000,"publicationDate":"2016-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08997764.2017.1375507","citationCount":"21","resultStr":"{\"title\":\"Profitably Bundling Information Goods: Evidence From the Evolving Video Library of Netflix\",\"authors\":\"R. S. Hiller\",\"doi\":\"10.1080/08997764.2017.1375507\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT Using a unique dataset of the Netflix video on demand library, this article measures the characteristics of information goods important when employing a strategic bundling strategy. By matching the titles entering and exiting the library to their relevant properties, I use a characteristic approach to determine when the value to Netflix of adding a title exceeds the licensing fee and when the displacement effect associated with presence in the library dictates that the title will not be offered. Results show that titles of median commercial success are bundled more frequently than the most and least successful, and the number of similar films exiting the library is important to how likely a film is to enter, indicating strategic bundling. These results are generalizable to the streaming video industry and any information goods with rapidly diminishing marginal utility.\",\"PeriodicalId\":29945,\"journal\":{\"name\":\"JOURNAL OF MEDIA ECONOMICS\",\"volume\":\"30 1\",\"pages\":\"65 - 81\"},\"PeriodicalIF\":0.4000,\"publicationDate\":\"2016-12-13\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1080/08997764.2017.1375507\",\"citationCount\":\"21\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"JOURNAL OF MEDIA ECONOMICS\",\"FirstCategoryId\":\"96\",\"ListUrlMain\":\"https://doi.org/10.1080/08997764.2017.1375507\",\"RegionNum\":4,\"RegionCategory\":\"经济学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"JOURNAL OF MEDIA ECONOMICS","FirstCategoryId":"96","ListUrlMain":"https://doi.org/10.1080/08997764.2017.1375507","RegionNum":4,"RegionCategory":"经济学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"COMMUNICATION","Score":null,"Total":0}
Profitably Bundling Information Goods: Evidence From the Evolving Video Library of Netflix
ABSTRACT Using a unique dataset of the Netflix video on demand library, this article measures the characteristics of information goods important when employing a strategic bundling strategy. By matching the titles entering and exiting the library to their relevant properties, I use a characteristic approach to determine when the value to Netflix of adding a title exceeds the licensing fee and when the displacement effect associated with presence in the library dictates that the title will not be offered. Results show that titles of median commercial success are bundled more frequently than the most and least successful, and the number of similar films exiting the library is important to how likely a film is to enter, indicating strategic bundling. These results are generalizable to the streaming video industry and any information goods with rapidly diminishing marginal utility.
期刊介绍:
The Journal of Media Economics publishes original research on the economics and policy of mediated communication, focusing on firms, markets, and institutions. Reflecting the increasing diversity of analytical approaches employed in economics and recognizing that policies promoting social and political objectives may have significant economic impacts on media, the Journal encourages submissions reflecting the insights of diverse disciplinary perspectives and research methodologies, both empirical and theoretical.