{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,3]],"date-time":"2026-06-03T13:31:12Z","timestamp":1780493472226,"version":"3.54.1"},"reference-count":46,"publisher":"MDPI AG","issue":"1","license":[{"start":{"date-parts":[[2023,3,22]],"date-time":"2023-03-22T00:00:00Z","timestamp":1679443200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100012456","name":"National Social Science Foundation of China","doi-asserted-by":"publisher","award":["22CGL020"],"award-info":[{"award-number":["22CGL020"]}],"id":[{"id":"10.13039\/501100012456","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>In the two-sided market for online streaming content, the platform\u2019s co-opetitive strategy has been wildly discussed, where the platforms cooperate in sharing the broadcasting right of content and meanwhile compete for both subscribers and advertisers. Although platform co-opetition in practice can be easily captured, the impacts of cross-side network effects on pricing strategy are contingent upon the participation decision of both sides, including single-homing and multi-homing. Therefore, we examine the optimal co-opetitive strategy of duopoly platforms using a Hotelling model to capture user behaviors and investigate the equilibriums of pricing decisions and profits in three scenarios: single-single, multi-single, and multi-multi. The main findings are: (1) Advertisers choose multi-homing only when subscribers are also multi-homing, and the broadcasting cost is relatively low. (2) With single-homing advertisers, the primary broadcasting platform earns more profit than the re-broadcasting one. (3) With multi-homing advertisers, the primary broadcasting platform\u2019s profit increases with the broadcasting rights cost. (4) Platforms should focus on building strong cross-side network effects with multi-homing advertisers. Alternatively, they would be better off contracting with single-homing advertisers if the effects are relatively low.<\/jats:p>","DOI":"10.3390\/jtaer18010038","type":"journal-article","created":{"date-parts":[[2023,3,23]],"date-time":"2023-03-23T04:37:28Z","timestamp":1679546248000},"page":"744-764","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":9,"title":["Co-Opetitive Strategy Optimization for Online Video Platforms with Multi-Homing Subscribers and Advertisers"],"prefix":"10.3390","volume":"18","author":[{"given":"Jing","family":"Li","sequence":"first","affiliation":[{"name":"School of Economics and Management, Shanghai University of Political Science and Law, Shanghai 201701, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Shuying","family":"Gong","sequence":"additional","affiliation":[{"name":"College of Business, Shanghai University of Finance and Economics, Shanghai 200437, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Xing","family":"Li","sequence":"additional","affiliation":[{"name":"Department of History, The Chinese University of Hong Kong, Hong Kong, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2023,3,22]]},"reference":[{"key":"ref_1","unstructured":"(2021, January 19). Netflix Shares Rise on Strong Subscriber Growth, Considers Share Buybacks. Available online: https:\/\/www.cnbc.com\/2021\/01\/19\/netflix-nflx-q4-2020-earnings.html."},{"key":"ref_2","unstructured":"(2022, November 15). Annual Revenue of Chinese Online Video Site iQIYI in 2021. Available online: https:\/\/www.statista.com\/statistics\/1107850\/chinese-online-video-platform-iqiyi-revenue-by-segment\/."},{"key":"ref_3","unstructured":"(2023, March 01). TikTok. Available online: https:\/\/en.wikipedia.org\/wiki\/TikTok#Viral_trends."},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"668","DOI":"10.1111\/j.1756-2171.2006.tb00037.x","article-title":"Competition in two-sided markets","volume":"37","author":"Armstrong","year":"2006","journal-title":"RAND J. Econ."},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"964","DOI":"10.1287\/mksc.2021.1292","article-title":"Do Larger Audiences Generate Greater Revenues Under Pay What You Want? Evidence from a Live Streaming Platform","volume":"40","author":"Lu","year":"2021","journal-title":"Mark. Sci."},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"1850002","DOI":"10.1142\/S0217595918500021","article-title":"Optimal Pricing Decisions for the Online Video Platform Under Customer Choice","volume":"35","author":"Cheng","year":"2018","journal-title":"Asia-Pac. J. Oper. Res."},{"key":"ref_7","unstructured":"(2018, July 18). World Cup Revenue Analysis and Enlightenment to Operators. Available online: https:\/\/www.sohu.com\/a\/241971513_488163."},{"key":"ref_8","unstructured":"(2017, November 30). Netflix Acquires Chinese Detective Drama Series \u2018Day and Night\u2019. Available online: https:\/\/www.hollywoodreporter.com\/tv\/tv-news\/netflix-acquires-chinese-detective-drama-series-night-day-1062954\/."},{"key":"ref_9","doi-asserted-by":"crossref","first-page":"3713","DOI":"10.1111\/poms.13460","article-title":"Information Sharing in an Online Marketplace with Co-opetitive Sellers","volume":"30","author":"Li","year":"2021","journal-title":"Prod. Oper. Manag."},{"key":"ref_10","doi-asserted-by":"crossref","first-page":"645","DOI":"10.1111\/j.1756-2171.2006.tb00036.x","article-title":"Two-sided markets: A progress report","volume":"37","author":"Rochet","year":"2006","journal-title":"RAND J. Econ."},{"key":"ref_11","first-page":"92","article-title":"Strategies for two-sided markets","volume":"84","author":"Eisenmann","year":"2006","journal-title":"Harv. Bus. Rev."},{"key":"ref_12","doi-asserted-by":"crossref","first-page":"125","DOI":"10.1257\/jep.23.3.125","article-title":"The Economics of Two-Sided Markets","volume":"23","author":"Rysman","year":"2009","journal-title":"J. Econ. Perspect."},{"key":"ref_13","doi-asserted-by":"crossref","first-page":"698","DOI":"10.1287\/isre.2017.0730","article-title":"The Role of User Privacy Concerns in Shaping Competition Among Platforms","volume":"29","author":"Penmetsa","year":"2018","journal-title":"Inf. Syst. Res."},{"key":"ref_14","first-page":"1","article-title":"Media competition on the internet","volume":"4","author":"Barros","year":"2005","journal-title":"BE J. Econ. Anal. Policy"},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"143","DOI":"10.2753\/MIS0742-1222240305","article-title":"Selling or Advertising: Strategies for Providing Digital Media Online","volume":"24","author":"Fan","year":"2007","journal-title":"J. Manag. Inf. Syst."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"1112","DOI":"10.1287\/mksc.1090.0514","article-title":"Business models for media firms: Does competition matter for how they raise revenue?","volume":"28","author":"Kind","year":"2009","journal-title":"Mark. Sci."},{"key":"ref_17","doi-asserted-by":"crossref","first-page":"243","DOI":"10.1016\/j.ijindorg.2011.10.002","article-title":"Platform competition for advertisers and users in media markets","volume":"30","author":"Reisinger","year":"2012","journal-title":"Int. J. Ind. Organ."},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"92","DOI":"10.1509\/jmr.10.0196","article-title":"The Impact of Advertising on Media Bias","volume":"49","author":"Geylani","year":"2012","journal-title":"J. Mark. Res."},{"key":"ref_19","doi-asserted-by":"crossref","first-page":"108016","DOI":"10.1016\/j.ijpe.2020.108016","article-title":"Platform competition with partial multi-homing: When both same-side and cross-side network effects exist","volume":"233","author":"Xie","year":"2021","journal-title":"Int. J. Prod. Econ."},{"key":"ref_20","doi-asserted-by":"crossref","first-page":"607","DOI":"10.1111\/j.1467-6451.2010.00426.x","article-title":"Tying in two-sided markets with multi-homing","volume":"58","author":"Choi","year":"2010","journal-title":"J. Ind. Econ."},{"key":"ref_21","doi-asserted-by":"crossref","first-page":"189","DOI":"10.1257\/mic.20150019","article-title":"Either or Both Competition: A \u201cTwo-Sided\u201d Theory of Advertising with Overlapping Viewerships","volume":"8","author":"Ambrus","year":"2016","journal-title":"Am. Econ. J. Microecon."},{"key":"ref_22","doi-asserted-by":"crossref","first-page":"125","DOI":"10.1111\/jems.12300","article-title":"The importance of consumer multihoming (joint purchases) for market performance: Mergers and entry in media markets","volume":"28","author":"Anderson","year":"2019","journal-title":"J. Econ. Manag. Strategy"},{"key":"ref_23","first-page":"5040","article-title":"Ad Networks and Consumer Tracking","volume":"66","author":"Russo","year":"2020","journal-title":"Manag. Sci."},{"key":"ref_24","doi-asserted-by":"crossref","first-page":"303","DOI":"10.2307\/4132311","article-title":"Understanding Network Effects in Software Markets: Evidence from Web Server Pricing","volume":"26","author":"Gallaugher","year":"2002","journal-title":"MIS Q."},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"483","DOI":"10.1111\/0034-6527.00512","article-title":"Competition Between Networks: A Study of the Market for Yellow Pages","volume":"71","author":"Rysman","year":"2004","journal-title":"Rev. Econ. Stud."},{"key":"ref_26","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1111\/j.1467-6451.2007.00301.x","article-title":"An empirical analysis of payment card usage","volume":"55","author":"Rysman","year":"2007","journal-title":"J. Ind. Econ."},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"2960","DOI":"10.1257\/aer.103.7.2960","article-title":"Vertical Integration and Exclusivity in Platform and Two-Sided Markets","volume":"103","author":"Lee","year":"2013","journal-title":"Am. Econ. Rev."},{"key":"ref_28","doi-asserted-by":"crossref","first-page":"1997","DOI":"10.1111\/poms.13661","article-title":"Competition and coopetition for two-sided platforms","volume":"31","author":"Cohen","year":"2022","journal-title":"Prod. Oper. Manag."},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"527","DOI":"10.1287\/mksc.2020.1248","article-title":"Media Platforms\u2019 Content Provision Strategies and Sources of Profits","volume":"40","author":"Amaldoss","year":"2022","journal-title":"Mark. Sci."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"947","DOI":"10.1111\/0034-6527.00357","article-title":"Market Provision of Broadcasting: A Welfare Analysis","volume":"72","author":"Anderson","year":"2005","journal-title":"Rev. Econ. Stud."},{"key":"ref_31","doi-asserted-by":"crossref","first-page":"356","DOI":"10.1287\/mksc.1070.0303","article-title":"A Two-Sided, Empirical Model of Television Advertising and Viewing Markets","volume":"27","author":"Wilbur","year":"2008","journal-title":"Mark. Sci."},{"key":"ref_32","doi-asserted-by":"crossref","first-page":"417","DOI":"10.1177\/00222437211002477","article-title":"Happiness Begets Money: Emotion and Engagement in Live Streaming","volume":"58","author":"Lin","year":"2021","journal-title":"J. Mark. Res."},{"key":"ref_33","doi-asserted-by":"crossref","first-page":"1425","DOI":"10.1287\/mnsc.1110.1648","article-title":"Social Ties and User-Generated Content: Evidence from an Online Social Network","volume":"59","author":"Shriver","year":"2013","journal-title":"Manag. Sci."},{"key":"ref_34","first-page":"168","article-title":"Universal lessons every manager can learn from Andy Grove\u2019s paranoia","volume":"169","author":"Brandenburger","year":"1996","journal-title":"Harv. Bus. Rev."},{"key":"ref_35","unstructured":"Brandenburger, A.M., and Nalebuff, B.J. (2011). Co-Opetition, Currency Doubleday."},{"key":"ref_36","unstructured":"Brandenburger, A.M., and Nalebuff, B.J. (2021). The rules of co-opetition. Harv. Bus. Rev., 48\u201357."},{"key":"ref_37","first-page":"584","article-title":"Wintel: Cooperation and Conflict","volume":"53","author":"Yoffie","year":"2007","journal-title":"Manag. Sci."},{"key":"ref_38","doi-asserted-by":"crossref","first-page":"15","DOI":"10.1287\/trsc.1090.0300","article-title":"Dynamic Revenue Management in Airline Alliances","volume":"44","author":"Wright","year":"2010","journal-title":"Transp. Sci."},{"key":"ref_39","doi-asserted-by":"crossref","first-page":"1990","DOI":"10.1111\/poms.13031","article-title":"Technology Specifications and Production Timing in a Co-Opetitive Supply Chain","volume":"28","author":"Niu","year":"2019","journal-title":"Prod. Oper. Manag."},{"key":"ref_40","doi-asserted-by":"crossref","first-page":"1040","DOI":"10.1287\/msom.2021.0982","article-title":"On Co-opetitive Supply Partnerships with End-Product Rivals: Information Asymmetry, Dual Sourcing and Supply Market Efficiency","volume":"24","author":"Jung","year":"2022","journal-title":"Manuf. Serv. Oper. Manag."},{"key":"ref_41","doi-asserted-by":"crossref","unstructured":"Shi, S., Wang, C., Cheng, T.C.E., and Liu, S. Manufacturer encroachment with an e-commerce division. Prod. Oper. Manag., 2023.","DOI":"10.1111\/poms.13955"},{"key":"ref_42","doi-asserted-by":"crossref","first-page":"1486","DOI":"10.1002\/smj.2292","article-title":"The market that never was: Turf wars and failed alliances in mobile payments","volume":"36","author":"Ozcan","year":"2015","journal-title":"Strateg. Manag. J."},{"key":"ref_43","doi-asserted-by":"crossref","unstructured":"Wu, H., Zheng, H., and Li, J. (2021). The interplay between quality improvement and information acquisition in an E-commerce supply chain. Ann. Oper. Res., 1\u201324.","DOI":"10.1007\/s10479-021-04158-1"},{"key":"ref_44","doi-asserted-by":"crossref","first-page":"103050","DOI":"10.1016\/j.tre.2023.103050","article-title":"The incentives for information sharing in online retail platforms","volume":"172","author":"Zhong","year":"2023","journal-title":"Transp. Res. Part E Logist. Transp. Rev."},{"key":"ref_45","doi-asserted-by":"crossref","first-page":"93","DOI":"10.1080\/01605682.2021.2023675","article-title":"Logistics choices in a platform supply chain: A co-opetitive perspective","volume":"74","author":"Wang","year":"2022","journal-title":"J. Oper. Res. Soc."},{"key":"ref_46","doi-asserted-by":"crossref","first-page":"1574","DOI":"10.1287\/mnsc.2016.2675","article-title":"The Impact of Consumer Multi-homing on Advertising Markets and Media Competition","volume":"64","author":"Athey","year":"2018","journal-title":"Manag. Sci."}],"container-title":["Journal of Theoretical and Applied Electronic Commerce Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/0718-1876\/18\/1\/38\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,10]],"date-time":"2025-10-10T19:00:55Z","timestamp":1760122855000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/0718-1876\/18\/1\/38"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2023,3,22]]},"references-count":46,"journal-issue":{"issue":"1","published-online":{"date-parts":[[2023,3]]}},"alternative-id":["jtaer18010038"],"URL":"https:\/\/doi.org\/10.3390\/jtaer18010038","relation":{},"ISSN":["0718-1876"],"issn-type":[{"value":"0718-1876","type":"electronic"}],"subject":[],"published":{"date-parts":[[2023,3,22]]}}}