关键词:

视频平台, 内容商, 订阅费, 广告投放

Abstract:

With the increase of digital content copyright and users’ awareness of payment, the subscription model of online video platforms is gradually accepted by users. This paper, focusing on the industry chain structure of video platforms in the three digital content provision modes of platform exclusive subscription, platform exclusive free, and dual-platform syndication competition, investigates the interactive decision-making of optimal subscription fee and advertisement placement between content providers and video platforms in the three modes. The results show that the choice of a specific profit mode for video platforms depends on the interaction between content characteristics such as digital content production cost, unit advertising revenue, and the discount factor for consumers to watch free videos. When the cost of digital content production is low, the solo-subscription mode can maximize video platform profits. When the cost of digital content production is high, the dual-platform syndication-competition mode is conducive to achieving a Pareto improvement in the levels of consumer utility, content provider profits, video platform profits, and social welfare. The solo-free mode reduces the overall level of social welfare to a certain extent. These findings can provide useful management insights for operational decision-making of video platforms and content providers as well as the development of the online content industry.

Key words:

video platform, content provider, subscription fee, advertise placement