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Superstars in two-sided markets: exclusives or not?

Author

Listed:
  • Elias Carroni
  • Leonardo Madio
  • Shiva Shekhar

Abstract

This article studies incentives for a premium provider (Superstar) to offer exclusive contracts to competing platforms mediating the interactions between consumers and firms. When platform competition is intense, more consumers subscribe to the platform hosting the Superstar exclusively. This mechanism is self-reinforcing as firms follow consumer decisions and (some) join exclusively the platform with the Superstar. Exclusivity always benefits firms and may benefit consumers. Moreover, when the Superstar is integrated with a platform, non-exclusivity becomes more likely than if the Superstar was independent. This analysis provides several implications for managers and policy makers operating in digital and traditional markets.

Suggested Citation

  • Elias Carroni & Leonardo Madio & Shiva Shekhar, 2019. "Superstars in two-sided markets: exclusives or not?," CESifo Working Paper Series 7535, CESifo Group Munich.
  • Handle: RePEc:ces:ceswps:_7535
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    File URL: https://www.cesifo-group.de/DocDL/cesifo1_wp7535.pdf
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    References listed on IDEAS

    as
    1. Frago Kourandi & Jan Krämer & Tommaso Valletti, 2015. "Net Neutrality, Exclusivity Contracts, and Internet Fragmentation," Information Systems Research, INFORMS, vol. 26(2), pages 320-338, June.
    2. Attila Ambrus & Emilio Calvano & Markus Reisinger, 2016. "Either or Both Competition: A "Two-Sided" Theory of Advertising with Overlapping Viewerships," American Economic Journal: Microeconomics, American Economic Association, vol. 8(3), pages 189-222, August.
    3. Philippe Jehiel & Benny Moldovanu, 2000. "Auctions with Downstream Interaction Among Buyers," RAND Journal of Economics, The RAND Corporation, vol. 31(4), pages 768-791, Winter.
    4. Rasch, Alexander & Wenzel, Tobias, 2013. "Piracy in a two-sided software market," Journal of Economic Behavior & Organization, Elsevier, vol. 88(C), pages 78-89.
    5. Rodrigo Montes & Wilfried Sand-Zantman & Tommaso Valletti, 2015. "The Value of Personal Information in Markets with Endogenous Privacy," CEIS Research Paper 352, Tor Vergata University, CEIS, revised 05 Aug 2015.
    6. Montes, Rodrigo & Sand-Zantman, Wilfried & Valletti, Tommaso M., 2015. "The value of personal information in online markets with endogenous privacy," TSE Working Papers 15-583, Toulouse School of Economics (TSE), revised May 2017.
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    Citations

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    Cited by:

    1. E. Carroni & D. Paolini, 2019. "The business model of a streaming platform," Working Paper CRENoS 201902, Centre for North South Economic Research, University of Cagliari and Sassari, Sardinia.

    More about this item

    Keywords

    exclusive contracts; platforms; two-sided markets; ripple effect; content providers; market power;

    JEL classification:

    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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