For digital video subscription platforms, creating and managing content portfolios are critical to acquire new customers, retain existing customers, leverage cross-sales, and generate advertising revenues. We treat content portfolios as a form of pure bundling which may vary in composition and attractiveness over time. Therefore, evaluating the value contribution of each content piece is essential to manage a platform’s portfolio efficiently and to understand how a specific content piece contributes to the bundle’s attractiveness. In this article, we develop an ROI content valuation framework for a digital film subscription platform. This framework describes how a single piece of content diffuses through consumers’ journeys and influences subscription fees through acquisition and retention as well as revenues from cross-sales and advertising. This conceptual approach allows us to address the heterogeneity across content and platform contingencies such as exclusive availability and platform specifics, and link them to revenue streams. Building on this framework, we offer avenues for future research and provide potential lead performance indicators together with their operationalization, enabling all parties involved in the production, marketing, distribution, and sales of content to determine the platform-specific value of a content piece.

中文翻译：

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数字订阅平台的内容评估策略

对于数字视频订阅平台，创建和管理内容组合对于获取新客户、留住现有客户、利用交叉销售和产生广告收入至关重要。我们将内容组合视为一种纯粹的捆绑形式，随着时间的推移，其组成和吸引力可能会有所不同。因此，评估每个内容片段的价值贡献对于有效管理平台的投资组合以及了解特定内容片段如何对捆绑的吸引力做出贡献至关重要。在本文中，我们为数字电影订阅平台开发了一个 ROI 内容评估框架。该框架描述了单个内容如何通过消费者的旅程传播，并通过获取和保留以及交叉销售和广告收入影响订阅费用。这种概念方法使我们能够解决内容和平台突发事件（例如独家可用性和平台细节）之间的异质性，并将它们与收入流联系起来。在此框架的基础上，我们为未来的研究提供了途径，并提供了潜在的领先绩效指标及其可操作性，使参与内容生产、营销、分发和销售的所有各方能够确定内容片段的特定平台价值。