The Creator Economy: Managing Ecosystem Supply, Revenue Sharing, and Platform Design

收入分享 收入 共享经济 信息良好 收益管理 分析 收益模型 业务 电子商务 消费(社会学) 用户生成的内容 社会化媒体 计算机科学 营销 互联网 万维网 数据科学 社会科学 社会学 会计
作者
Hemant K. Bhargava
出处
期刊:Management Science [Institute for Operations Research and the Management Sciences]
卷期号:68 (7): 5233-5251 被引量:96
标识
DOI:10.1287/mnsc.2021.4126
摘要

Many digital platforms give users a bundle of goods sourced from numerous creators, generate revenue through consumption of these goods, and motivate creators by sharing of revenue. This paper studies the platform’s design choices and creators’ participation and supply decisions when users’ (viewers’) consumption of goods (content) is financed by third-party advertisers. The model specifies the platform’s scale: number of creators and content supplied and magnitudes of viewers, advertisers, and revenues. I examine how the distribution of creator capabilities affects market concentration among creators and how it can be influenced by platform design. Tools for ad management and analytics are more impactful when the platform has sufficient content and viewers but has low ad demand. Conversely, reducing viewers’ distaste for ads through better matching and timing—which can create win–win–win effects throughout the ecosystem—is important when the platform has strong demand from advertisers. Platform infrastructure improvements that motivate creators to supply more content (e.g., development toolkits) must be chosen carefully to avoid creating higher concentration among a few powerful creators. Investments in first-party content are most consequential when the platform scale is small and when it has greater urgency to attract more viewers. I show that revenue sharing is (only partly) a tug of war between the platform and creators because a moderate sharing formula strengthens the overall ecosystem and profits of all participants. However, revenue-sharing tensions indicate a need to extend the one-rate-for-all creators approach with richer revenue-sharing arrangements that can better accommodate heterogeneity among creators. This paper was accepted by David Simchi-Levi, information systems.
最长约 10秒,即可获得该文献文件

科研通智能强力驱动
Strongly Powered by AbleSci AI
更新
PDF的下载单位、IP信息已删除 (2025-6-4)

科研通是完全免费的文献互助平台,具备全网最快的应助速度,最高的求助完成率。 对每一个文献求助,科研通都将尽心尽力,给求助人一个满意的交代。
实时播报
坚强幼晴发布了新的文献求助10
刚刚
哈哈完成签到,获得积分20
1秒前
吉吉发布了新的文献求助10
2秒前
lize5493完成签到,获得积分10
2秒前
Melodie完成签到,获得积分10
2秒前
热心市民小红花应助123采纳,获得10
3秒前
油饼完成签到,获得积分10
4秒前
量子星尘发布了新的文献求助10
5秒前
徐璇完成签到,获得积分10
5秒前
星辰完成签到,获得积分10
7秒前
8秒前
8秒前
8秒前
9秒前
11秒前
6666发布了新的文献求助10
13秒前
无限雨南发布了新的文献求助10
13秒前
EgoElysia完成签到,获得积分10
13秒前
敏感雅香发布了新的文献求助10
14秒前
归尘发布了新的文献求助150
15秒前
zumri发布了新的文献求助10
15秒前
jia完成签到,获得积分10
17秒前
18秒前
18秒前
hino发布了新的文献求助10
18秒前
共享精神应助6666采纳,获得10
20秒前
shower_009完成签到,获得积分10
21秒前
23秒前
在水一方应助哈哈采纳,获得10
24秒前
24秒前
纯真追命完成签到 ,获得积分10
24秒前
24秒前
25秒前
咚咚锵完成签到,获得积分10
25秒前
25秒前
包容的琦发布了新的文献求助30
28秒前
梦里繁花发布了新的文献求助10
28秒前
Wang完成签到,获得积分10
30秒前
weilanhaian完成签到,获得积分10
30秒前
31秒前
高分求助中
A new approach to the extrapolation of accelerated life test data 1000
ACSM’s Guidelines for Exercise Testing and Prescription, 12th edition 500
‘Unruly’ Children: Historical Fieldnotes and Learning Morality in a Taiwan Village (New Departures in Anthropology) 400
Indomethacinのヒトにおける経皮吸収 400
Phylogenetic study of the order Polydesmida (Myriapoda: Diplopoda) 370
基于可调谐半导体激光吸收光谱技术泄漏气体检测系统的研究 350
Robot-supported joining of reinforcement textiles with one-sided sewing heads 320
热门求助领域 (近24小时)
化学 材料科学 医学 生物 工程类 有机化学 生物化学 物理 内科学 纳米技术 计算机科学 化学工程 复合材料 遗传学 基因 物理化学 催化作用 冶金 细胞生物学 免疫学
热门帖子
关注 科研通微信公众号,转发送积分 3988868
求助须知:如何正确求助?哪些是违规求助? 3531255
关于积分的说明 11253071
捐赠科研通 3269858
什么是DOI,文献DOI怎么找? 1804822
邀请新用户注册赠送积分活动 881994
科研通“疑难数据库(出版商)”最低求助积分说明 809035