A1 Journal article (refereed), original research

When to switch between subscription-based and ad-sponsored business models: Strategic implications of decreasing content novelty


Open Access hybrid publication


Publication Details

Authors: Huotari Pontus, Ritala Paavo

Publisher: Elsevier

Publication year: 2021

Language: English

Related journal or series: Journal of Business Research

Volume number: 129

Start page: 14

End page: 28

Number of pages: 15

ISSN: 0148-2963

eISSN: 1873-7978

JUFO level of this publication: 2

Digital Object Identifier (DOI): http://dx.doi.org/10.1016/j.jbusres.2021.02.037

Permanent website address: https://www.sciencedirect.com/science/article/abs/pii/S0148296321001272?via=ihub

Open Access: Open Access hybrid publication

Location of the parallel saved publication: http://urn.fi/URN:NBN:fi-fe202103036417


Abstract

Business model change is typically seen as an adaptation to market contextual changes or as experimentation to find the optimal model for a given context. We highlight an alternative rationale for business model change by showing formally that switching from a subscription-based to an ad-sponsored business model over time can generate more life cycle revenue (LCR) than committing to either business model in specific contextual conditions. This is because business model change involves an abrupt change in content consumption costs (i.e., “from fee to free”), facilitating intertemporal discrimination between heterogeneous consumers of content with decreasing novelty, which shortens the content life cycle and so limits LCR potential. These results have important implications for managing ad-sponsored digital content platforms in particular and illustrate the strategic viability of business model change in general.


Last updated on 2021-23-03 at 12:48