비디오 스트리밍 플랫폼의 독점 콘텐츠 경쟁 전략

Many subscription-based video-on-demand (SVOD) platforms are currently focusing on creating exclusive content to attract more subscribers. However, it is not clear that an exclusive-content strategy will eventually increase the platforms' profits and/or the number of the platforms' subscribers. This research models two competing platforms' choices between leasing and not leasing exclusive content, investigating the impact of their choices on the subscription-based video-on-demand market size and the competition results. Specifically, this research examines the extent to which leasing exclusive content can maximize revenues for subscription-based video-on-demand platforms, taking into account the trade-off between revenue from leasing out exclusive content and subscriber numbers in the selection of suitable revenue model strategies. We show that when multi-homing users exist, it is ideal for competing platforms not to choose exclusive content sharing strategies. This indicates that the presence of multi-platform subscribers significantly influences the competitive strategies between platforms. Furthermore, if only one of the competing platforms opts for a lease strategy, platforms need to develop strategies considering consumer content consumption levels. Lastly, for markets with only single-homing users, the study presents the optimal extent of content rental strategy.