ZWeR 2010, 53
Multisided media markets: Applying the theory of multisided markets to media markets
Media markets recently have been identified as multisided markets. The application of the theory of multisided markets provides a better understanding of such markets. It enriched the hitherto economic approach and led to new insights and perspectives especially for the antitrust authorities when evaluating competition constraints and mergers. This paper reviews the theory of multisided markets and subsequently applies it to media markets. Finally, the paper draws attention to the new perspectives and insights the theory provides but also brings open research questions to light.
Contents
- I. Introduction
- II. The theory of multisided markets
- 1. Origin of the theory and further multisided markets
- 2. Defining multisided markets
- 3. Participants and their goals
- 4. Indirect Network Externalities
- 5. Price setting and social welfare in multisided markets
- 5.1 Platform's price setting
- 5.2 Resulting effects of price setting on social welfare
- 6. Multihoming
- III. Media markets as multisided markets
- 1. The participants on media markets and their intentions
- 2. How indirect network externalities work
- 3. Price setting in media markets
- 3.1 Some general implications on price setting in multisided media markets
- 3.2 Price setting in different market structures
- 3.3 Price setting and its effects on social welfare
- 4. Multihoming in media markets
- IV. Strengths of the theory and open research questions
- 1. New perspectives and insights with the theory of multisided markets
- 2. Open research questions and the concluding need for progressions
- 2.1 Definition of the relevant markets
- 2.2 Measuring indirect network externalities
- 2.3 Lack of general conclusions for antitrust policy
- 2.4 Competition effects on the diversity of opinion in media markets
- V. Conclusion
- *
- *)Ph. D. Student, Department of Environmental and Business Economics, University of Southern Denmark, Esbjerg
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