The Effects of Exclusive Deals on Content Platforms and Antitrust Strategies
Content platforms exhibit the characteristics of multilateral markets by facilitating interactions among content creators,content consumers,and advertising sponsors.Exclusive deals on content platforms not only affect the welfare of each participant in these three markets but also lead to changes in user behavior and generate linkage effects among markets,ultimately influencing the market structure of these three markets on the platforms and the competitive landscape among platforms.Additionally,exclusive deals can alter the recommendation algorithms of platforms,impacting content quality.While exclusive deals may harm user interests and lead to market monopolies,they also have the potential to promote differentiated competition among platforms and expand user markets.To promote the positive effects of exclusive deals on content platforms and curb their negative impacts,more nuanced antitrust policies should be formulated,including measures such as limiting exclusive durations,restricting the proportion of exclusive deals for well-known creators,limiting the exposure of exclusive content,supporting emerging creators,strengthening content governance,and enhancing algorithm transparency.
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