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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

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  • Sylvain Dejean

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique, LR-MOS - La Rochelle - Management, Organisation & Société - CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

  • Thierry Pénard

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique, University of Delaware [Newark])

  • Raphaël Suire

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

This paper 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 the online and offline consumptions of video content are interconnected. Our findings also suggest that a viable business model of online video service should break the current chronology of the media and offer a large catalog of content covering both hits or best sellers and the long tail that takes into account the heterogeneous preferences and needs of consumers.

Suggested Citation

  • Sylvain Dejean & Thierry Pénard & Raphaël Suire, 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," Post-Print hal-00965945, HAL.
    • Handle: RePEc:hal:journl:hal-00965945
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