獨佔或授權? 線上影音串流平台原創內容最佳授權策略

Abstract

線上影音串流的產業中，有些平台選擇授權其原創內容，但同時有些平台則選擇獨佔。本研究旨在找出策略選擇差異背後的原因。

我們的研究發現，當一家線上串流影音媒體平台的品質低於競爭對手時，授權可以擴大這些平台之間的品質差距，從而舒緩雙方的競爭關係，增加雙方的利潤。相反，當一家線上串流影音媒體平台的品質高於競爭對手時，授權會產生相反的效果。

我們研究的另一個發現是，如果預期對方平台上會有高比例的訂閱者觀看授權內容，授權方在設定分潤比率時應考慮使用較低的比率，達成互利可行的授權合約。

本研究利用賽局模型來分析，考慮了兩家不同品質的線上影音串流平台，其中一家擁有原創內容，以及一群對品質有不同偏好的潛在訂閱者。

In the online video streaming platform industry, some platforms choose to license their original content while others do not. This research aims to provide an explanation for the decision-making process behind licensing original content in the online streaming platform industry.

The research reveals that when the quality of an online video streaming platform is lower than that of its competitors, licensing can widen the quality gap between these platforms, resulting in eased competition and increased profits for each platform. Conversely, when the quality of a platform is lower, licensing has the opposite effect.

Another finding from our research suggests that in scenarios where the potential portion of viewers for the licensed content is high, the licensor online streaming platform should consider adopting a lower royalty ratio since it allows a mutually beneficial agreement.

These analytical findings are derived from a game-theoretical model that incorporates two online streaming platforms characterized by vertical quality differences and their decisions regarding licensing original content, and a group of heterogeneous customers with varying preferences for quality.