Multisided Media Markets: Applying the Theory of Multisided Markets to Media Markets
37 Pages Posted: 7 Jan 2010 Last revised: 24 Oct 2011
Date Written: January 6, 2010
Media markets recently have been identified as multisided markets. The application of the theory of multisided markets provides a better understanding of such markets. It enriched the hitherto economic approach and led to new insights and perspectives especially for the antitrust authorities when evaluating competition constraints and mergers. This paper reviews the theory of multisided markets and subsequently applies it to media markets. Finally the paper draws attention to the new perspectives and insights the theory provides but also brings open research questions to light.
Keywords: media economics, two-sided markets, multisided platforms, competition
JEL Classification: L82, A20, L13, M21
Suggested Citation: Suggested Citation