网络视频商业模式——Hulu——Entertainment and Media Markets and Economics.ppt

Music Video Distribution Hulu Change of Heart? Not a Rumor (9/15/10) Hulu (Re)Distribution 6/23/10 * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Pricing Entertainment Music should be free … 24/53 Pricing Entertainment Music should be free … at the margin! 25/53 Commodity Pricing Exceeds MC A Highly Successful Business Model Priced as “downloads” Experience is reproducible. Technology is restricted (to iPods, computer, etc.) 26/53 A La Carte Pricing 27/53 Excessive Transaction Costs: Pay Per Play 28/53 Blanket License, zero marginal charge SUBSCRIPTION MODEL R Rhapsody Subscription Service, with Price Discrimination 30/53 Commodity pricing CRB and Internet radio Disconnect between listener and payer of the royalty A bad model 31/53 Advertising Models How does a website that receives revenue only from ads differ from traditional print media?From the seller’s point of view, it doesn’t. 32/53 Essentially a Newspaper 33/53 Economic Features of the Advertising Model Consumer of the experience pays zero at the margin Advertisers pay to place ads between the consumer and the experience Or, are the advertisers the consumers? How does the advertising space obtain value? Essential separation of the demander (consumer) and the supplier (copyright holder). 34/53 Back Sourced Music: CBS Two Advertising Based Royalty Models 40/53 41/53 Ultimate End Run: The AOL Widget Resides on the desktop. No ads, no ad revenue. No ad revenue, no royalties. Keeps the AOL name on the desktop. 45/53 Price Discrimination Pay different royalties based on the consumer’s value of the experience Advertisers do not pay differential rates on this basis Consumers have no idea this is going on. They pay zero. It is meaningless. Infinite variety of ways to game the system Essentially unworkable 46/53 Nondiscriminatory Advertising Model Business Model: Ad Revenue Websites resemble print media. Use traditional views of advertising Websites differ from print