Distribution of hedonic media products, Phase 2: Impact of social media and usage frequency of media content on its marketing by platform providers


Prof. Dr. Dr. h.c. Sönke Albers (Kühne Logistics University - KLU)

Funded by German Research Foundation (DFG)

Brief description

Hedonic media products (HMP) are increasingly marketed via platforms such as Netflix (movies), Spotify (music), and Skoobe (books) that offer large assortments for streaming as flat fee subscriptions. Among other subjects in funding phase two, this project will analyze whether music labels or artists should rather sell their physical CDs or downloads of songs exclusively for a while or whether they should offer their songs on Spotify either at the same time, delayed or never. The question extends to whether the offering via these platforms is profitable at all.

Project purpose

Building upon the findings of the first funding phase, this project now focus on the usage aspect of hedonic media products (HMP). The research focuses on important research questions regarding the management and marketing of hedonic media products that emerge in the age of digital social media. The overall objective is to establish profound scienfic knowledge ranging from understanding to application. Digital HMPs are increasingly marketed via platforms such as Netflix (movies), Spotify (music), and Skoobe (books) that offer large assortments for streaming as flat fee subscriptions. Records of customer usage behavior on these platforms (datafication) allows these platforms to compensate music labels and artists proportional to the streaming of their songs. This leads to similar sequential distribution strategy questions as in the first funding period. In particular, we need to analyze whether music labels or artists should rather start to sell their physical CDs or downloads of songs exclusively for a while or whether they should offer their songs on Spotify either at the same time, delayed or never. However, the question extends to whether the offering via these platforms is profitable at all. To investigate these research questions we need information on the preference functions of consumers elicited either from surveys, market data, or experiments. In addition, the usage compensation will entail fiercer competition among artists. Self-marketing via digital social media (DSM) thus becomes more attractive. Consequently, we want to analyze the effectiveness of the alternative activities and the importance of them for optimization.

Subjects

Creating Value

Project partners

University of Hamburg, University of Cologne, University of Münster

Project Web link

Contact person

Profile image

Janek Meyn

PhD Candidate