 Disentangling the effects on OTT platform performance of three strategies: Pricing, M&As, and content investmentsSungwook Park and Youngsun Kwon Telecommunications Policy, 2023, vol. 47, issue 8 Abstract: OTT streaming services have been restructuring the global multimedia industry, and there have been strategic actions and reactions among OTT players and traditional pay-TV platforms. This study found that Pricing and Content investments are key factors affecting market share and subscribership in global OTT markets, and M&As have positive effects on the two performance measures, although with less statistical confidence. OTT-specialized firms in the UK, Germany, France, Japan, and South Korea did not expand subscribers to the same extent as those in the US, but they were able to expand their market share in the UK and Germany while failing to increase it in the other three countries. Local OTT players, especially those in Europe and Asia, might need to be more strategic in coping with US-based firms’ expansion by materializing the positive interaction effects among the three strategies to increase both their subscriber base and market share. Keywords: OTT; Media; Platform; Strategy; Double-sided (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:telpol:v:47:y:2023:i:8:s0308596123001118 Ordering information: This journal article can be ordered from DOI: 10.1016/j.telpol.2023.102600 Access Statistics for this article Telecommunications Policy is currently edited by Erik Bohlin More articles in Telecommunications Policy from Elsevier |
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