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Platform Pricing Choice: Exclusive Deals or Uniform Prices

Author

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  • Shekhar Shiva

    (TiSEM - Tilburg School of Economics and Management, Tilburg University, Tilburg 5037 AB, Netherlands)

Abstract

Platforms choose between offering exclusive deals or uniform prices to content providers in a setting where content providers can multi-home or single-home. We find that platforms offer exclusive deals for sufficiently large or sufficiently small values of standalone benefits. For sufficiently large or small standalone benefits, there are relatively large or small proportion of multi-homers to single-homers, exclusive deals allow to extract more efficiently from the content provider type that is relatively large in the market. Hence, it becomes more lucrative to employ exclusive deals regardless of the pricing strategy chosen by rival platform. We find that for standalone benefits being sufficiently small, exclusive deals equilibrium is also the industry profit enhancing outcome. On the other hand, when standalone benefits are large, exclusive pricing deals equilibrium leads to a prisoner’s dilemma type of outcome.

Suggested Citation

  • Shekhar Shiva, 2021. "Platform Pricing Choice: Exclusive Deals or Uniform Prices," Review of Network Economics, De Gruyter, vol. 20(3), pages 159-186, September.
    • Handle: RePEc:bpj:rneart:v:20:y:2021:i:3:p:159-186:n:3
    DOI: 10.1515/rne-2017-0016
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    exclusive deals; uniform prices; two-sided markets; platforms; platform competition; network effects;
    All these keywords.

    JEL classification:

    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets

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