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Power and control strategies in online video services

Author

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  • Gonçalves, Vânia
  • Evens, Tom
  • Alves, Artur Pimenta
  • Ballon, Pieter

Abstract

In the emerging market of online video services, new media entrants and traditional gatekeepers are making efforts to reinvent the dominant modes of video supply and consumption while fighting for market power and customer lock-in. This article studies, through a number of U.S. and European online video services, two different groups of strategies employed by stakeholders to control their gatekeeper position and build up or maintain market power. It is suggested that traditional media gatekeepers typically engage in strategic alliances and mergers and acquisitions to establish new services and build a stronger power and bargaining position towards upstream and downstream players. In addition, copyright and IPR disputes are also being used to deter online content aggregators, which depend on content producers and broadcasters' resources. Finally, online content aggregators are building strategic alliances with CE vendors in order to quickly enter a new distribution outlet, benefit from network externalities and build market position.

Suggested Citation

  • Gonçalves, Vânia & Evens, Tom & Alves, Artur Pimenta & Ballon, Pieter, 2014. "Power and control strategies in online video services," 25th European Regional ITS Conference, Brussels 2014 101438, International Telecommunications Society (ITS).
    • Handle: RePEc:zbw:itse14:101438
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    File URL: https://www.econstor.eu/bitstream/10419/101438/1/795037058.pdf
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    References listed on IDEAS

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    Cited by:

    1. Kim, Min Sung & Kim, Eun & Hwang, ShinYoung & Kim, Junghwan & Kim, Seongcheol, 2017. "Willingness to pay for over-the-top services in China and Korea," Telecommunications Policy, Elsevier, vol. 41(3), pages 197-207.
    2. Kim, Suwon, 2018. "Snack-media platform market segmentation based on user heterogeneity: A Q-methodology approach," 22nd ITS Biennial Conference, Seoul 2018. Beyond the boundaries: Challenges for business, policy and society 190357, International Telecommunications Society (ITS).
    3. Shin, Jungwoo & Park, Yuri & Lee, Daeho, 2016. "Strategic management of over-the-top services: Focusing on Korean consumer adoption behavior," Technological Forecasting and Social Change, Elsevier, vol. 112(C), pages 329-337.
    4. Park, Sungwook & Kwon, Youngsun, 2023. "Disentangling the effects on OTT platform performance of three strategies: Pricing, M&As, and content investments," Telecommunications Policy, Elsevier, vol. 47(8).

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    Keywords

    Online video; online television; VOD; TV Everywhere; business model; power; alliances; mergers and acquisitions;
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