视频平台独家授权对消费者福利的影响研究

Research of the Impact of Exclusive License of Video Platform on Consumer Welfare

在视频平台快速发展的同时,也存在会员费高和广告多两大顽疾,主要原因是独家版权内容高昂,视频平台长期无法盈利,只能通过提高会员价格和增加广告投入加速变现。独家授权模式究竟是会增进还是减损消费者福利,需要进一步研究。本文运用SCP范式分析视频平台产业组织现状,得出目前视频平台市场集中度较高、进出壁垒较强、效率低下的结论。在数字经济背景下,视频平台已将独家授权作为主要的盈利模式,版权聚集效应持续显现,平台市场势力增强,甚至涉嫌垄断。对其进行反垄断分析时应充分考虑视频平台的双边市场特性和独家授权模式的二重性,准确界定相关市场,识别垄断行为。在规制路径上,通过构建版权方、大型视频平台与中小视频平台三者的策略选择模型,建议引入强制转让制度,以期消除独家授权模式弊端,确保市场有序发展。

With the rapid development of the video platform,there are two chronic diseases:high membership fees and excessive advertising.The main reason is that the video platform can't make profits for a long time because of the expensive copyright of the exclusive content,so it increases the membership price and advertising investment.Whether the exclusive authorization model will enhance or detract from consumer welfare needs further study.In this paper,SCP paradigm is used to analyze the present situation of video platform industry organization,and the conclusion is drawn that the current video platform market has high concentration,strong barriers to entry and exit,and low efficiency.Under the background of digital economy,the video platform has taken exclusive copyright as the main profit model,and the copyright aggregation effect continues to appear,and the market advantage of the platform has gradually increased,even suspected of monopoly.We should fully consider the characteristics of the Two-sided Market of video platforms and the double character of exclusive authorization mode with the analysis of antimonopoly law,so that we can accurately define the relevant market and identify the monopolistic behavior.In order to eliminate the drawbacks of the exclusive authorization model,this paper,by constructing a strategic analysis model among copyright owners,head video websites and micro video websites,suggests the introduction of compulsory transfer system.Hope we can eliminate the disadvantages of the exclusive licensing model and ensure the orderly development of the market.