Video platform pricing strategy considering content purchase

Abstract

Purpose

The purpose of the paper is to construct a model that considers video purchase and then identifies the logical relationships implied by the parameters to explore video platform operation mechanisms.

Design/methodology/approach

The authors analyzed the video platform system using a mathematical modeling approach and numerical optimization techniques. Through pricing decisions, the authors obtained equilibrium results for the profitability of the video platforms and analyzed the favorable market factors. The authors then extended the model by analyzing the competitive strategies of the two video platforms in the market.

Findings

The authors find that advertiser profitability, ad nuisance, video sensitivity and video creator network effects are important factors influencing the pricing strategy of video platforms. During positive market conditions, video platforms tend to lower their prices until they absorb enough users. As market conditions change, the price adjustment strategies of video platforms are affected by parameter changes and inter-parameter relationships.

Originality/value

The study considers the network effects of video creators, which provides a realistic reference for scholars and managers. In addition, the authors consider the bargaining power of platforms when purchasing content. The authors provide a fresh perspective for scholars while filling a gap in the field as video platforms can acquire a portion of the content on the market by setting a purchase price.

Citation

Li, W., Jiang, M. and Zhan, W. (2024), "Video platform pricing strategy considering content purchase", Kybernetes, Vol. 53 No. 10, pp. 3365-3400. https://doi.org/10.1108/K-11-2022-1580