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題名 影視串流平台之競爭：訂價，片量與打擊未經授權的帳號共享
Competition Between Video Streaming Platforms: Pricing, Video Numbers and the Crackdown on Unauthorized Account Sharing
作者 林鳳儀
Lin, Feng-Yi
貢獻者 何靜嫺
Ho, Shirley J.
林鳳儀
Lin, Feng-Yi
關鍵詞 影視串流平台
網絡效果
帳號共享
video streaming platforms
network effects
account sharing
日期 2023
上傳時間 1-Sep-2023 15:34:14 (UTC+8)
摘要 本文探討影視串流平台之競爭，並分析打擊未經授權的帳號共享對影視串流平台與市場造成之影響。我們提出了兩個理論模型，模型中皆存在兩家影視串流平台，為消費者提供具網絡效果的異質產品。在第一個模型中，設定消費者的偏好是一維的，而第二個模型則將消費者偏好擴展至二維表示。針對兩個模型，我們分別分析模型中存在與不存在市場擴張效果時的情形。研究結果顯示，在沒有市場擴張效果的一維和二維模型中，當某一平台打擊未經授權的帳號共享時，將導致自身利潤減少，並使其競爭對手利潤增加。此外，模擬結果表明，不論影視串流平台本身的決策是否能夠影響市場規模大小，當某一平台開始打擊未經授權的帳號共享時，此舉將會對自身造成負面影響，但有利於其競爭對手。另外，當平台有能力影響市場規模時，兩平台間的價格競爭趨於緩和。我們的研究結果也說明，在沒有考慮市場擴張效果下，二維模型比一維模型有更高的均衡片量、訂閱費、訂閱數與利潤。如果考慮了市場擴張效果，從二維模型轉向一維模型時，兩個影視串流平台的均衡訂閱數皆會上升。
This paper explores the competition between video streaming platforms and investigates the effects of crackdown on unauthorized account sharing. We propose two theoretical models that incorporate two video streaming platforms offering heterogeneous products with network effects. In the first model, consumers’ taste is depicted as one-dimensional, whereas the second model expands consumers’ taste to a two-dimensional representation. We separately analyze scenarios with and without the market expansion effect in the two models. The findings indicate that in both one-dimensional and two-dimensional taste models, when there is no market expansion effect, a crackdown on unauthorized account sharing by one platform results in a decrease in its own profits and an increase in the profits of its competitors. Furthermore, the simulation results demonstrate that irrespective of whether platforms’ decisions can influence the market size, when a particular platform takes action against unauthorized account sharing, it will have a negative impact on itself but will confer benefits to its competitors. It also suggests that when platforms have the ability to affect the market size, price competition tends to ease. Our findings also illustrate that, in the absence of market expansion effects, the two-dimensional taste model yields higher equilibrium video numbers, subscription fees, number of subscribers, and profits compared to the one-dimensional taste model. Additionally, when accounting for the market expansion effects, transitioning from the two-dimensional taste model to one dimension leads to an increase in the equilibrium number of subscribers on both platforms.
參考文獻 Arditi, D. (2018). Digital subscriptions: The unending consumption of music in the digital era. Popular Music and Society, 41(3), 302-318.
Arditi, D. (2021). Streaming Culture: Subscription platforms and the unending consumption of culture. Emerald Group Publishing.
Argenziano, R. (2008). Differentiated networks: Equilibrium and efficiency. The RAND Journal of Economics, 39(3), 747-769.
Armstrong, M. (2006). Competition in two‐sided markets. The RAND journal of economics, 37(3), 668-691.
Colbjørnsen, T. (2021). The streaming network: Conceptualizing distribution economy, technology, and power in streaming media services. Convergence, 27(5), 1264-1287.
Colbjørnsen, T., Hui, A., & Solstad, B. (2022). What do you pay for all you can eat? Pricing practices and strategies in streaming media services. Journal of Media Business Studies, 19(3), 147-167.
Crémer, J., Rey, P., & Tirole, J. (2000). Connectivity in the commercial Internet. The Journal of Industrial Economics, 48(4), 433-472.
De Palma, A., & Leruth, L. (1993). Equilibrium in competing networks with differentiated products. Transportation Science, 27(1), 73-80.
Di Cintio, M. (2007). A note on the Hotelling principle of minimum differentiation: Imitation and crowd. Research in Economics, 61(3), 122-129.
Eriksson, M., Fleischer, R., Johansson, A., Snickars, P., & Vonderau, P. (2019). Spotify teardown: Inside the black box of streaming music. Mit Press.
Fagerjord, A., & Kueng, L. (2019). Mapping the core actors and flows in streaming video services: What Netflix can tell us about these new media networks. Journal of Media Business Studies, 16(3), 166-181.
Grilo, I., Shy, O., & Thisse, J. F. (2001). Price competition when consumer behavior is characterized by conformity or vanity. Journal of public economics, 80(3), 385-408.
Guo, M. (2022). The Impacts of Service Quality, Perceived Value, and Social Influences on Video Streaming Service Subscription. International Journal on Media Management, 24(2), 65-86.
Herbert, D., Lotz, A. D., & Marshall, L. (2019). Approaching media industries comparatively: A case study of streaming. International journal of cultural studies, 22(3), 349-366.
Hiller, R. S. (2017). Profitably bundling information goods: Evidence from the evolving video library of Netflix. Journal of Media Economics, 30(2), 65-81.
Hotbllino, H. (1929). Stability in competition. The economic journal, 39(153), 41-57.
Idland, E., Øverby, H., & Audestad, J. A. (2015, October). Economic markets for video streaming services: A case study of netflix and popcorn time. In Norsk IKT-konferanse for forskning og utdanning.
Jullien, B. (2005). Two-sided markets and electronic intermediaries. CESifo Economic Studies, 51(2-3), 233-260.
Kaye, J. J. (2011, May). Self-reported password sharing strategies. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 2619-2622).
Lobato, R. (2018). Rethinking international TV flows research in the age of Netflix. Television & New Media, 19(3), 241-256.
Lüders, M., Sundet, V. S., & Colbjørnsen, T. (2021). Towards streaming as a dominant mode of media use?. Nordicom review, 42(1), 35-57.
Marshall, L. (2015). ‘Let`s keep music special. F—Spotify’: on-demand streaming and the controversy over artist royalties. Creative Industries Journal, 8(2), 177-189.
Matthews, T., Liao, K., Turner, A., Berkovich, M., Reeder, R., & Consolvo, S. (2016, May). " She`ll just grab any device that`s closer" A Study of Everyday Device & Account Sharing in Households. In Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems (pp. 5921-5932).
Morris, J. (2011). Sounds in the cloud: Cloud computing and the digital music commodity. First Monday.
Obada-Obieh, B., Huang, Y., & Beznosov, K. (2020, April). The burden of ending online account sharing. In Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems (pp. 1-13).
Oxford Analytica. (2022). US streaming services face subscription challenges. Emerald Expert Briefings, (oxan-db).
Rochet, J. C., & Tirole, J. (2006). Two‐sided markets: a progress report. The RAND journal of economics, 37(3), 645-667.
Sailaja, N., & Fowler, A. (2022, June). An Exploration of Account Sharing Practices on Media Platforms. In ACM International Conference on Interactive Media Experiences (pp. 141-150).
Santos, M., & Schlesinger, W. (2021). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing-ESIC.
Spilker, H. S., & Colbjørnsen, T. (2020). The dimensions of streaming: toward a typology of an evolving concept. Media, Culture & Society, 42(7-8), 1210-1225.
Thomas, R. (2021). Password Sharing and Online Dispute Resolution Systems. Bus. Entrepreneurship & Tax L. Rev., 5, 147.
Thomes, T. P. (2013). An economic analysis of online streaming music services. Information Economics and Policy, 25(2), 81-91.
Tolotti, M., & Yepez, J. (2020). Hotelling-Bertrand duopoly competition under firm-specific network effects. Journal of Economic Behavior & Organization, 176, 105-128.
Tryon, C. (2015). TV got better: Netflix’s original programming strategies and the on-demand television transition. Media Industries Journal, 2(2).
Vonderau, P. (2019). The Spotify effect: Digital distribution and financial growth. Television & New Media, 20(1), 3-19.
Walsh, P., & Singh, R. (2021). Determinants of Millennial behavior towards current and future use of video streaming services. Young Consumers.
Wikström, P. (2020). The music industry: Music in the cloud. John Wiley & Sons.
Wlömert, N., & Papies, D. (2016). On-demand streaming services and music industry revenues—Insights from Spotify`s market entry. International Journal of Research in Marketing, 33(2), 314-327.
Zhang, W., & Challis, C. (2020, September). Automatic Identification of Account Sharing for Video Streaming Services. In International Conference on Industrial, Engineering and Other Applications of Applied Intelligent Systems (pp. 162-173). Springer, Cham.
Zhang, W., & Challis, C. (2022). Towards addressing unauthorized sharing of subscriptions. Applied Intelligence, 1-13.
描述 碩士
國立政治大學
經濟學系
110258033
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110258033
資料類型 thesis
dc.contributor.advisor 何靜嫺zh_TW
dc.contributor.advisor Ho, Shirley J.en_US
dc.contributor.author (Authors) 林鳳儀zh_TW
dc.contributor.author (Authors) Lin, Feng-Yien_US
dc.creator (作者) 林鳳儀zh_TW
dc.creator (作者) Lin, Feng-Yien_US
dc.date (日期) 2023en_US
dc.date.accessioned 1-Sep-2023 15:34:14 (UTC+8)-
dc.date.available 1-Sep-2023 15:34:14 (UTC+8)-
dc.date.issued (上傳時間) 1-Sep-2023 15:34:14 (UTC+8)-
dc.identifier (Other Identifiers) G0110258033en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/147072-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經濟學系zh_TW
dc.description (描述) 110258033zh_TW
dc.description.abstract (摘要) 本文探討影視串流平台之競爭，並分析打擊未經授權的帳號共享對影視串流平台與市場造成之影響。我們提出了兩個理論模型，模型中皆存在兩家影視串流平台，為消費者提供具網絡效果的異質產品。在第一個模型中，設定消費者的偏好是一維的，而第二個模型則將消費者偏好擴展至二維表示。針對兩個模型，我們分別分析模型中存在與不存在市場擴張效果時的情形。研究結果顯示，在沒有市場擴張效果的一維和二維模型中，當某一平台打擊未經授權的帳號共享時，將導致自身利潤減少，並使其競爭對手利潤增加。此外，模擬結果表明，不論影視串流平台本身的決策是否能夠影響市場規模大小，當某一平台開始打擊未經授權的帳號共享時，此舉將會對自身造成負面影響，但有利於其競爭對手。另外，當平台有能力影響市場規模時，兩平台間的價格競爭趨於緩和。我們的研究結果也說明，在沒有考慮市場擴張效果下，二維模型比一維模型有更高的均衡片量、訂閱費、訂閱數與利潤。如果考慮了市場擴張效果，從二維模型轉向一維模型時，兩個影視串流平台的均衡訂閱數皆會上升。zh_TW
dc.description.abstract (摘要) This paper explores the competition between video streaming platforms and investigates the effects of crackdown on unauthorized account sharing. We propose two theoretical models that incorporate two video streaming platforms offering heterogeneous products with network effects. In the first model, consumers’ taste is depicted as one-dimensional, whereas the second model expands consumers’ taste to a two-dimensional representation. We separately analyze scenarios with and without the market expansion effect in the two models. The findings indicate that in both one-dimensional and two-dimensional taste models, when there is no market expansion effect, a crackdown on unauthorized account sharing by one platform results in a decrease in its own profits and an increase in the profits of its competitors. Furthermore, the simulation results demonstrate that irrespective of whether platforms’ decisions can influence the market size, when a particular platform takes action against unauthorized account sharing, it will have a negative impact on itself but will confer benefits to its competitors. It also suggests that when platforms have the ability to affect the market size, price competition tends to ease. Our findings also illustrate that, in the absence of market expansion effects, the two-dimensional taste model yields higher equilibrium video numbers, subscription fees, number of subscribers, and profits compared to the one-dimensional taste model. Additionally, when accounting for the market expansion effects, transitioning from the two-dimensional taste model to one dimension leads to an increase in the equilibrium number of subscribers on both platforms.en_US
dc.description.tableofcontents List of Tables i
List of Figures ii
1. Introduction 1
2. Literature Review 8
3. Video Streaming Service Competition with One-Dimensional Taste 12
3.1 Consumers’ Subscribing Decisions 14
3.2 Platforms’ Decisions: Subscription Fees 17
3.3 Platforms’ Decisions: Number of Videos 18
3.4 Impacts of Account Sharing Crackdown 20
3.5 Impacts of Installed Bases 28
3.6 Market Expansion Effect 32
3.7 Simulations 37
4. Video Streaming Service Competition with Two-Dimensional Taste 40
4.1 Consumers’ Subscribing Decisions 42
4.2 Platforms’ Decisions: Subscription Fees 43
4.3 Platforms’ Decisions: Number of Videos 44
4.4 Impacts of Account Sharing Crackdown 46
4.5 Comparison between One-Dimensional and Two-Dimensional Tastes: The Basic Model 50
4.6 Market Expansion Effect 52
4.7 Comparison between One-Dimensional and Two-Dimensional Tastes: The Model with a Market Expansion Effect 58
5. Conclusions 62
References 65
Appendix 68		zh_TW
dc.format.extent 4639420 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110258033en_US
dc.subject (關鍵詞) 影視串流平台zh_TW
dc.subject (關鍵詞) 網絡效果zh_TW
dc.subject (關鍵詞) 帳號共享zh_TW
dc.subject (關鍵詞) video streaming platformsen_US
dc.subject (關鍵詞) network effectsen_US
dc.subject (關鍵詞) account sharingen_US
dc.title (題名) 影視串流平台之競爭：訂價，片量與打擊未經授權的帳號共享zh_TW
dc.title (題名) Competition Between Video Streaming Platforms: Pricing, Video Numbers and the Crackdown on Unauthorized Account Sharingen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Arditi, D. (2018). Digital subscriptions: The unending consumption of music in the digital era. Popular Music and Society, 41(3), 302-318.
Arditi, D. (2021). Streaming Culture: Subscription platforms and the unending consumption of culture. Emerald Group Publishing.
Argenziano, R. (2008). Differentiated networks: Equilibrium and efficiency. The RAND Journal of Economics, 39(3), 747-769.
Armstrong, M. (2006). Competition in two‐sided markets. The RAND journal of economics, 37(3), 668-691.
Colbjørnsen, T. (2021). The streaming network: Conceptualizing distribution economy, technology, and power in streaming media services. Convergence, 27(5), 1264-1287.
Colbjørnsen, T., Hui, A., & Solstad, B. (2022). What do you pay for all you can eat? Pricing practices and strategies in streaming media services. Journal of Media Business Studies, 19(3), 147-167.
Crémer, J., Rey, P., & Tirole, J. (2000). Connectivity in the commercial Internet. The Journal of Industrial Economics, 48(4), 433-472.
De Palma, A., & Leruth, L. (1993). Equilibrium in competing networks with differentiated products. Transportation Science, 27(1), 73-80.
Di Cintio, M. (2007). A note on the Hotelling principle of minimum differentiation: Imitation and crowd. Research in Economics, 61(3), 122-129.
Eriksson, M., Fleischer, R., Johansson, A., Snickars, P., & Vonderau, P. (2019). Spotify teardown: Inside the black box of streaming music. Mit Press.
Fagerjord, A., & Kueng, L. (2019). Mapping the core actors and flows in streaming video services: What Netflix can tell us about these new media networks. Journal of Media Business Studies, 16(3), 166-181.
Grilo, I., Shy, O., & Thisse, J. F. (2001). Price competition when consumer behavior is characterized by conformity or vanity. Journal of public economics, 80(3), 385-408.
Guo, M. (2022). The Impacts of Service Quality, Perceived Value, and Social Influences on Video Streaming Service Subscription. International Journal on Media Management, 24(2), 65-86.
Herbert, D., Lotz, A. D., & Marshall, L. (2019). Approaching media industries comparatively: A case study of streaming. International journal of cultural studies, 22(3), 349-366.
Hiller, R. S. (2017). Profitably bundling information goods: Evidence from the evolving video library of Netflix. Journal of Media Economics, 30(2), 65-81.
Hotbllino, H. (1929). Stability in competition. The economic journal, 39(153), 41-57.
Idland, E., Øverby, H., & Audestad, J. A. (2015, October). Economic markets for video streaming services: A case study of netflix and popcorn time. In Norsk IKT-konferanse for forskning og utdanning.
Jullien, B. (2005). Two-sided markets and electronic intermediaries. CESifo Economic Studies, 51(2-3), 233-260.
Kaye, J. J. (2011, May). Self-reported password sharing strategies. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 2619-2622).
Lobato, R. (2018). Rethinking international TV flows research in the age of Netflix. Television & New Media, 19(3), 241-256.
Lüders, M., Sundet, V. S., & Colbjørnsen, T. (2021). Towards streaming as a dominant mode of media use?. Nordicom review, 42(1), 35-57.
Marshall, L. (2015). ‘Let`s keep music special. F—Spotify’: on-demand streaming and the controversy over artist royalties. Creative Industries Journal, 8(2), 177-189.
Matthews, T., Liao, K., Turner, A., Berkovich, M., Reeder, R., & Consolvo, S. (2016, May). " She`ll just grab any device that`s closer" A Study of Everyday Device & Account Sharing in Households. In Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems (pp. 5921-5932).
Morris, J. (2011). Sounds in the cloud: Cloud computing and the digital music commodity. First Monday.
Obada-Obieh, B., Huang, Y., & Beznosov, K. (2020, April). The burden of ending online account sharing. In Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems (pp. 1-13).
Oxford Analytica. (2022). US streaming services face subscription challenges. Emerald Expert Briefings, (oxan-db).
Rochet, J. C., & Tirole, J. (2006). Two‐sided markets: a progress report. The RAND journal of economics, 37(3), 645-667.
Sailaja, N., & Fowler, A. (2022, June). An Exploration of Account Sharing Practices on Media Platforms. In ACM International Conference on Interactive Media Experiences (pp. 141-150).
Santos, M., & Schlesinger, W. (2021). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing-ESIC.
Spilker, H. S., & Colbjørnsen, T. (2020). The dimensions of streaming: toward a typology of an evolving concept. Media, Culture & Society, 42(7-8), 1210-1225.
Thomas, R. (2021). Password Sharing and Online Dispute Resolution Systems. Bus. Entrepreneurship & Tax L. Rev., 5, 147.
Thomes, T. P. (2013). An economic analysis of online streaming music services. Information Economics and Policy, 25(2), 81-91.
Tolotti, M., & Yepez, J. (2020). Hotelling-Bertrand duopoly competition under firm-specific network effects. Journal of Economic Behavior & Organization, 176, 105-128.
Tryon, C. (2015). TV got better: Netflix’s original programming strategies and the on-demand television transition. Media Industries Journal, 2(2).
Vonderau, P. (2019). The Spotify effect: Digital distribution and financial growth. Television & New Media, 20(1), 3-19.
Walsh, P., & Singh, R. (2021). Determinants of Millennial behavior towards current and future use of video streaming services. Young Consumers.
Wikström, P. (2020). The music industry: Music in the cloud. John Wiley & Sons.
Wlömert, N., & Papies, D. (2016). On-demand streaming services and music industry revenues—Insights from Spotify`s market entry. International Journal of Research in Marketing, 33(2), 314-327.
Zhang, W., & Challis, C. (2020, September). Automatic Identification of Account Sharing for Video Streaming Services. In International Conference on Industrial, Engineering and Other Applications of Applied Intelligent Systems (pp. 162-173). Springer, Cham.
Zhang, W., & Challis, C. (2022). Towards addressing unauthorized sharing of subscriptions. Applied Intelligence, 1-13.		zh_TW