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Profitably Bundling Information Goods: Evidence From the Evolving Video Library of Netflix

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  • R. Scott Hiller

Abstract

Using a unique dataset of the Netflix video on demand library, this article measures the characteristics of information goods important when employing a strategic bundling strategy. By matching the titles entering and exiting the library to their relevant properties, I use a characteristic approach to determine when the value to Netflix of adding a title exceeds the licensing fee and when the displacement effect associated with presence in the library dictates that the title will not be offered. Results show that titles of median commercial success are bundled more frequently than the most and least successful, and the number of similar films exiting the library is important to how likely a film is to enter, indicating strategic bundling. These results are generalizable to the streaming video industry and any information goods with rapidly diminishing marginal utility.

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  • R. Scott Hiller, 2017. "Profitably Bundling Information Goods: Evidence From the Evolving Video Library of Netflix," Journal of Media Economics, Taylor & Francis Journals, vol. 30(2), pages 65-81, April.
    • Handle: RePEc:taf:jmedec:v:30:y:2017:i:2:p:65-81
    DOI: 10.1080/08997764.2017.1375507
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    Cited by:

    1. Jordi McKenzie, 2023. "The economics of movies (revisited): A survey of recent literature," Journal of Economic Surveys, Wiley Blackwell, vol. 37(2), pages 480-525, April.
    2. Wlömert, Nils & Papies, Dominik, 2019. "International heterogeneity in the associations of new business models and broadband Internet with music revenue and piracy," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 400-419.
    3. McKenzie, Jordi & Crosby, Paul & Cox, Joe & Collins, Alan, 2019. "Experimental evidence on demand for “on-demand” entertainment," Journal of Economic Behavior & Organization, Elsevier, vol. 161(C), pages 98-113.
    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).
    5. Marjan Izadpanah & Ali Vaezi, 2023. "A Bundle Pricing Approach for Mobile Telecommunication Services: Method and Data Analysis," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(3), pages 7-25, September.

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