Access Versus Exclusivity in the Digital Creative and Cultural Landscape

This chapter examines how digital platforms impact the distribution and accessibility of creative content focusing on the tension between broad access and exclusivity. As platforms like Netflix, Spotify, and YouTube enable content to transcend traditional geographic limitations, they have made creative content more accessible and cost-effective globally. Despite the benefits, issues such as content saturation, market dominance, and the marginalization of lesser-known creators are addressed. The chapter discusses various strategies that aim to balance widespread access with the need to maintain exclusivity and value, including timed exclusivity, tiered access, and exclusive partnerships. These approaches help sustain platform profitability while aligning with consumer expectations. The analysis extends to user behaviors in the gaming sector, exploring concepts of single-homing (loyalty to one platform) versus multi-homing (using multiple platforms). This analysis illustrates the paradox between access and exclusivity. A study involving 208 participants assessed loyalty differences between these groups through scenarios that simulated exclusive or multiple platform use. Metrics such as loyalty, spending concentration, premium pricing tolerance, and word-of-mouth activities were evaluated. Results reveal that single-homers show greater loyalty and willingness to invest heavily in a preferred platform, while multi-homers, though financially less loyal, significantly influence public perceptions and platform popularity through active promotion. The findings highlight the need to understand different user loyalty dynamics to effectively manage the balance between access and exclusivity in the digital landscape.