線上視訊串流平台的競爭策略

Abstract

由於線上視訊串流技術的進步，線上視訊串流服務越來越受到歡迎。許多顧客依節目內容選擇串流平台，平台為了吸引顧客，開始製作自己的節目，以提供一個差異化的服務。另一方面，平台也從節目供應商購買一些節目的獨家版權，讓平台的節目內容更加豐富。因此，在本篇論文中，我們提出一個模型來研究自製節目、獨家節目以及顧客的節目喜好，如何影響線上視訊串流平台的競爭策略。我們的模型不僅能找出各個策略最有利的區域，也顯示儘管最佳策略是選擇購買獨家節目，但兩家平台會因此陷入囚犯困境而讓平台獲利下降。本研究成果可以提供平台關於節目策略的新觀點，幫助平台針對不同的市況尋求最佳的節目策略。

To provide a differentiated service for attracting customers, online video streaming platforms may produce their own programs or enrich their contents through buying exclusive programs from media providers. Therefore, in this thesis, we propose a model to study how the strategies of online video streaming platforms are affected by self-production programs, exclusive programs and customers’ preference for programs. Our proposed model not only finds the most profitable region for each strategy but also shows that despite the fact that the equilibrium strategy is to buy exclusive programs, two platforms confront prisoner’s dilemma and become less profitable. Our analytical results can provide a new aspect of programs’ strategies for online video streaming platforms and help them formulate effective strategies for different market circumstances.