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La gratuité est-elle une fatalité sur les marchés numériques ? Une étude sur le consentement à payer pour des offres de contenus audiovisuels sur internet

Author

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  • Raphaël Suire
  • Thierry Pénard
  • Sylvain Dejean

Abstract

[fre] Cet article propose une évaluation économétrique des déterminants du consentement à payer pour des offres de contenus audiovisuels sur internet (c’est-à-dire des services de vidéos distribués par le canal d’internet), dans un contexte où il existe des offres gratuites alternatives (légales ou illégales). Nous constatons, à partir de données d’enquête, que les utilisateurs des réseaux pair-à-pair et des sites de partages comme YouTube sont ceux qui déclarent le plus fréquemment être disposés à payer pour une offre légale de vidéos en ligne. Nous montrons qu'une offre légale différenciée qui romprait avec la chronologie actuelle des médias et proposerait une plus grande diversité de contenus permettrait de générer un large consentement à payer en répondant mieux aux attentes des internautes. [eng] This article aims to assess the willingness to pay for online video content, in a context where consumers enjoy “ free ” content. Using survey data, we find that online and offline consumptions of video content are interlaced. Our findings also suggest that a viable business model of online video service should break the current chronology of media and offer a large catalog of content (covering both hits or best-sellers and the long tail) that fits the heterogeneous preferences and needs of consumers.

Suggested Citation

  • Raphaël Suire & Thierry Pénard & Sylvain Dejean, 2010. "La gratuité est-elle une fatalité sur les marchés numériques ? Une étude sur le consentement à payer pour des offres de contenus audiovisuels sur internet," Économie et Prévision, Programme National Persée, vol. 194(3), pages 15-32.
    • Handle: RePEc:prs:ecoprv:ecop_0249-4744_2010_num_194_3_8046
    DOI: 10.3406/ecop.2010.8046
    Note: DOI:10.3406/ecop.2010.8046
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