华球城在线注册：2017-06-28
时间：2017年6月29日10:00
地点：天津大学25楼A区511
题目：Advertising or subscription: The Optimal Revenue Model of a Video-sharing Platform
主讲人：Jie Zhang (The University of Texas at Arlington)
讲座简介：
A profit-maximizing video-sharing platform considers adopting an advertising-supported business model, a subscription model, or a hybrid one. Under the advertising model, the viewers will watch the videos for free but have to bear with the ads; while under the subscription model, the viewers watch the ad-free videos for a subscription fee. We apply the two-sided market theory and build a game-theoretical model to study the revenue model selection and pricing decision of the platform, the entry decision and quality provision of the video providers, and choices of the viewers. We find that the pure subscription strategy is optimal when the advertising rate is low and the quality degraded by an advertisement is low or when the quality degraded by an advertisement is very high, the pure advertising strategy dominates when the quality degraded by an advertisement is low and the advertising rate is high, and the hybrid strategy is optimal when the quality degraded by an advertisement is high. The paper contributes to the two-sided platform theory and the online media industry.
