Dominance of Large Global Content Owners - Content Supermarkets - Economics Assignment Help

Assignment Task :

Scenario 1 - Content supermarkets
Under this scenario, digital platforms have taken the dominant role in the distribution and aggregation of content. They control the market and have taken over the value chain including direct consumer relationship, creation of content and its distribution. Moreover, each digital platform provides an extensive range of national and international content just like a supermarket. The only difference is created by some exclusive rights for sports and productions. 

Scenario 2 - Dominance of large global content owners 
In scenario 2, large global content owners have integrated vertically along the value chain and are dominating the market. In addition to this, they started to withhold and withdraw content form digital platforms and use their own channels for delivery. Content owners are bypassing the established platforms and are using their own channels to create a direct relationship with the target audience.

Scenario 3 - Revenge of broadcasters
Under this scenario, national broadcasters have secured a strong position by effectively executing their digital transformation. They have changed into digital platforms and are delivering on-demand content directly to the customers. National broadcasters have also entered new services, namely recommendation function and targeted advertising which was previously controlled by digital platforms.

Scenario 4 - No dominant players
In the fourth scenario, the entire industry has transformed into a diverse ecosystem with no dominating players. In its place, customers are served by different platforms. The main concern in this scenario is of protecting the local content, therefore, strong regulations are in place to do so. 

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