Competition for Advertisers and for Viewers in Media Markets
研究了消费者多平台使用（多归属）如何改变媒体平台对广告商的竞争，发现多归属消费者价值更低，新平台进入会压低广告价格，而合并则提高价格，平台可能偏向内容以排斥多归属消费者。
Standard models of advertising‐financed media assume consumers patronise a single‐media platform, precluding effective competition for advertisers. Such competition ensues if consumers multi‐home. The principle of incremental pricing implies that multi‐homing consumers are less valuable to platforms. Then entry of new platforms decreases advertisement prices, while a merger increases them, and advertisement‐financed platforms may suffer if a public broadcaster carries advertisements. Platforms may bias content against multi‐homing consumers, especially if consumers highly value overlapping content and/or second impressions have low value.