KOREASCHOLAR

PRICING STRATEGIES FOR THE ONLINE MEDIA STREAMING INDUSTRY

Edwin Ip
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315069
Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.890-891
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The online media streaming industry is relatively new and is becoming increasing popular. It is projected to worth more than the US Box Office by 2017 with a revenue of $14 billion according to a PricewaterCooper report (2014). With online streaming, users typically pay a monthly subscription and get ``all you can eat" content (TV series, movies, music, etc.). Major players in this market include Netflix, HBO, Hulu and Amazon.
Password sharing is a concern that has arisen in the industry, this involves a single subscription being shared with multiple others, meaning multiple people have access to the streaming content on just one purchase. Nevertheless, sharing is not without costs, as most firms have restrictions such that only one person can have access to contents at any given time. This means that if Bob and Charles are two friends sharing a subscription, if Bob is streaming the content, Charles cannot stream the content at the same time.

Author
  • Edwin Ip(The University of Melbourne, Australia)