盈利捆绑信息产品:来自Netflix视频库的证据

IF 0.4 4区 经济学 Q4 COMMUNICATION JOURNAL OF MEDIA ECONOMICS Pub Date : 2016-12-13 DOI:10.1080/08997764.2017.1375507
R. S. Hiller
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引用次数: 21

摘要

利用Netflix视频点播库的独特数据集,本文测量了采用战略捆绑策略时重要信息商品的特征。通过将进入和退出库的标题与其相关属性进行匹配,我使用了一种特征方法来确定添加标题对Netflix的价值何时超过许可费用,以及与库中存在相关的置换效应何时决定不提供该标题。结果显示,在商业上取得中等成功的电影比最成功和最不成功的电影捆绑的频率更高,而退出图书馆的类似电影的数量对电影进入的可能性很重要,这表明了战略捆绑。这些结果可以推广到流媒体视频行业和任何边际效用迅速递减的信息产品。
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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.
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来源期刊
CiteScore
0.40
自引率
0.00%
发文量
9
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.
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