Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2024 Annual


Multihoming and Consumer Demand for Video Streaming Platforms
(A2024-119856)

Published: May 28, 2024

AUTHORS

Bobbie Krijger, Tilburg University; Hannes Datta, Tilburg University; Bart Bronnenberg, Tilburg University

ABSTRACT

Consumers face abundant and often overlapping assortments when subscribing to streaming video-on-demand (SVOD) platforms. In this study, we examine the adoption decisions of consumers to multiple platforms, a phenomenon called multihoming. In particular, we ask whether consumers consider the assortment they already have access to in their subscription decisions. To this extent, we analyze multihoming adoption using a binomial probit model with correlated preferences. Our results show that consumers do not deplete the value of a platform because of overlapping titles, particularly for high-quality titles. Though the access of a title across multiple platforms does not enhance consumption variety, high-quality overlapping content may signal a platform’s commitment to distributing high-quality content.