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Consequences of platforms' remuneration models for digital content: initial evidence and a research agenda for streaming services
Journal of the Academy of Marketing Science ( IF 9.5 ) Pub Date : 2022-05-16 , DOI: 10.1007/s11747-022-00875-6
Janek Meyn , Michael Kandziora , Sönke Albers , Michel Clement

Nowadays, platforms in many industries offer content for a (monthly) flat rate (e.g., music streaming). While flat rates are efficient in reducing transaction costs for administering customers, platforms’ rules for remunerating content right holders are crucial for royalty allocation and, as a result, heavily discussed in several industries. The music industry’s business practices could be on the verge of their next disruption. There is an ongoing heated debate with respect to how the income of flat rates through streaming services should be allocated to right holders (labels and artists). This research investigates aspects of the supply and demand side effects as well as the resulting monetary consequences of changing the currently applied proportional-to-usage remuneration policy (pro rata) to a user-centric policy. Using individual-level data from 3,326 participants and data from Spotify’s API, we empirically quantify the monetary consequences of this change for the music industry. Depending on the remuneration system, we find a substantial reallocation of nearly 170 million € per year at Spotify. We discuss demand and supply-side consequences that may change the way music is currently produced and consumed. We conclude with a research agenda on the impact of business conventions for users, platforms, and artists in the music streaming industry.



中文翻译:

平台对数字内容的报酬模式的后果:流媒体服务的初步证据和研究议程

如今,许多行业的平台以(每月)固定费率(例如,音乐流媒体)提供内容。虽然统一费率可以有效降低管理客户的交易成本,但平台对内容权利持有人的报酬规则对于版税分配至关重要,因此在多个行业中得到了广泛讨论。音乐行业的商业行为可能正处于下一次颠覆的边缘。关于如何将流媒体服务的固定费率收入分配给权利人(唱片公司和艺术家),一直存在激烈的争论。本研究调查了供需副作用的各个方面,以及将当前应用的按使用比例的薪酬政策(按比例)更改为以用户为中心的政策所产生的货币后果。使用来自 3,326 名参与者的个人数据和来自 Spotify API 的数据,我们凭经验量化了这种变化对音乐行业的经济影响。根据薪酬体系,我们发现 Spotify 每年有近 1.7 亿欧元的大量重新分配。我们讨论了可能改变音乐当前生产和消费方式的需求和供应方后果。最后,我们提出了一项研究议程,研究商业惯例对音乐流媒体行业的用户、平台和艺术家的影响。我们讨论了可能改变音乐当前生产和消费方式的需求和供应方后果。最后,我们提出了一项研究议程,研究商业惯例对音乐流媒体行业的用户、平台和艺术家的影响。我们讨论了可能改变音乐当前生产和消费方式的需求和供应方后果。最后,我们提出了一项研究议程,研究商业惯例对音乐流媒体行业的用户、平台和艺术家的影响。

更新日期:2022-05-17
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