Online, On the Couch, or On the Move: The Contours of the Evolving Video Market
نویسنده
چکیده
This paper examines the impact of YouTube on the video content market. Previous research is examined to determine the scope of the online migration thus far and its effect on the traditional video market (television). Analysis of YouTube’s user data and earnings reveals that YouTube has a monopolistically competitive market structure. YouTube’s user-friendly environment grants consumers greater control over when, how and what they watch. As the leader of the online market, research indicates YouTube’s competitive characteristics are moving the larger media market to a more competitive environment in which consumers are given a larger range of media options at lower prices.
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