影片分享平臺中多頻道聯播網之最佳業配任務分配與合約設計

Multichannel Networks (MCN) companies arise due to booming video-sharing platforms like YouTube. MCN companies sign creators who produce and publish videos on video-sharing platforms. In addition to the advertising revenue from the platforms, the companies and creators can earn revenue by completing...

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Bibliographic Details
Published in:臺大管理論叢 2023-08, Vol.33 (2), p.001-036
Main Authors: 簡博涵(Po-Han Chien), 孔令傑(Ling-Chieh Kung)
Format: Article
Language:Chinese
Subjects:
advertorials
game theory
multichannel networks
online video sharing
revenue sharing
Scopus
TSSCI
多頻道聯播網
影片分享平臺
業配廣告
營收分享
賽局理論
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Summary:Multichannel Networks (MCN) companies arise due to booming video-sharing platforms like YouTube. MCN companies sign creators who produce and publish videos on video-sharing platforms. In addition to the advertising revenue from the platforms, the companies and creators can earn revenue by completing advertorial tasks delegated by business owners. In this study, we study how an MCN company allocates an advertorial task and designs revenue-sharing contracts for creators with different abilities to attract online viewers. We find that the MCN company may not always allocate an advertorial task only to the most outstanding creator. When the creators’ abilities are not too distinct, and the advertorial fee and the cost for creating a video are moderate, a splitting strategy (i.e., allocating the task to multiple creators) could be optimal. By comparing different industry structures, we also show that the splitting strategy cannot be optimal without independent MCN companies. In other words, independent MCN compani
ISSN:1018-1601