비디오 스트리밍 플랫폼의 독점 콘텐츠 경쟁 전략
Exclusive-content Competition Strategy For Video Streaming Platforms
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비디오 스트리밍 플랫폼 간의 치열한 경쟁 속에서, 주문형 비디오(Video-On-Demand) 업체들은 텔레비전 쇼와 영화 콘텐츠를 위한 다양한 전략을 채택하고 있다. 이들 중 일부는 다른 플랫폼으로부터 콘텐츠를 대여하는 전략을, 또 다른 일부는 자신들의 독점 콘텐츠 양을 증가시키는 전략을 사용하고 있다. 본 연구는 가입형 주문형 비디오(Subscription Video On Demand)에 초점을 맞춰 온라인 스트리밍 플랫폼을 위한 최적의 콘텐츠 공유 전략을 분석하였다. 구체적으로 플랫폼 기업들이 적합한 수익모델 전략을 선택하는 데 계약금 수익과 구독자 수 사이의 이율배반적 요소들을 고려하여 독점 콘텐츠를 공유할 경우, 어느 정도의 공유가 가입형 주문형 비디오 플랫폼의 수익을 극대화하는지에 대한 분석을 수행한다. 본 연구를 통해, 여러 플랫폼을 구독하는 소비자(Multi-homing user)가 존재한다면, 경쟁하는 두 플랫폼이 독점 콘텐츠 공유 전략을 선택하지 않는 것이 이상적인 선택임을 발견하였다. 이는 다중 플랫폼 구독자의 존재가 플랫폼 간의 경쟁 전략에 중요한 영향을 미치는 것을 시사한다. 더 나아가, 경쟁하는 두 플랫폼 중 한 플랫폼만이 대여 전략을 선택한다면, 이 전략은 소비자들의 콘텐츠 소비 정도에 따라 결정되어야 한다는 점을 밝혔다. 이는 플랫폼이 소비자의 콘텐츠 소비 패턴을 고려하여 전략을 수립해야 함을 의미한다. 마지막으로, 시장에 싱글 호밍 소비자(Single homing user)만 존재하는 경우, 콘텐츠 대여 전략의 최적 대여 정도를 제시하였다.
Abstract
Many subscription-based video-on-demand (SVOD) platforms are currently focusing on creating exclusive content to attract more subscribers. However, it is not clear that an exclusive-content strategy will eventually increase the platforms' profits and/or the number of the platforms' subscribers. This research models two competing platforms' choices between leasing and not leasing exclusive content, investigating the impact of their choices on the subscription-based video-on-demand market size and the competition results. Specifically, this research examines the extent to which leasing exclusive content can maximize revenues for subscription-based video-on-demand platforms, taking into account the trade-off between revenue from leasing out exclusive content and subscriber numbers in the selection of suitable revenue model strategies. We show that when multi-homing users exist, it is ideal for competing platforms not to choose exclusive content sharing strategies. This indicates that the presence of multi-platform subscribers significantly influences the competitive strategies between platforms. Furthermore, if only one of the competing platforms opts for a lease strategy, platforms need to develop strategies considering consumer content consumption levels. Lastly, for markets with only single-homing users, the study presents the optimal extent of content rental strategy.
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