Academic Journal
Multihoming Alliances and Price Competition.
| Title: | Multihoming Alliances and Price Competition. |
|---|---|
| Authors: | Uppal, Abhinav (AUTHOR) abhinav_uppal@isb.edu, Kumar, Nanda (AUTHOR), Gangwar, Manish (AUTHOR) |
| Source: | Journal of Marketing Research (JMR). Jun2026, Vol. 63 Issue 3, p464-480. 17p. |
| Subject Terms: | *Streaming video & television, *Economic competition, *Pricing, *Strategic alliances (Business) |
| Company/Entity: | Amazon.com Inc. 884745530 AMZN |
| Abstract: | The over-the-top (OTT) subscription video streaming industry has witnessed significant growth and heightened competition in recent years, marked by the influx of new players. At the same time, competing services are forming new alliances that facilitate consumer multihoming. For instance, Amazon Prime Video has partnered with services such as HBO Max and Paramount+ to enhance the combined viewing experience for consumers through seamless integration. The authors build a game-theoretic model with horizontally differentiated services to examine how an alliance facilitating multihoming between two competing services affects price competition in the market. They find that the alliance's impact on price competition depends on the level of content differentiation in the market: Competition intensifies when differentiation is high but relaxes when differentiation is low. The alliance benefits the partnering services as long as the differentiation is not too high, and interestingly, it may increase the profitability of a third nonpartnering service when differentiation is sufficiently low. The authors show that consumer surplus increases under the alliance, even if price competition is relaxed. They also investigate a focal service's decision to partner with one of two competing services and find that it prefers to partner with a service that has high-quality content but a smaller loyal base. This research offers insights into the current landscape of the OTT video streaming market and provides implications for both managers and policymakers. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Marketing Research (JMR) is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Business Source Index |
| FullText | Text: Availability: 0 CustomLinks: – Url: http://www.jstor.org/openurl?issn=00222437&date=2026&volume=63&issue=3&spage=464 Name: JSTOR (all content) (s7799221) Category: fullText Text: Icon: https://imageserver.ebscohost.com/branding/jstor/iconJSTOR.gif MouseOverText: Full Text from JSTOR |
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| Items | – Name: Title Label: Title Group: Ti Data: Multihoming Alliances and Price Competition. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Uppal%2C+Abhinav%22">Uppal, Abhinav</searchLink> (AUTHOR)<i> abhinav_uppal@isb.edu</i><br /><searchLink fieldCode="AR" term="%22Kumar%2C+Nanda%22">Kumar, Nanda</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Gangwar%2C+Manish%22">Gangwar, Manish</searchLink> (AUTHOR) – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing+Research+%28JMR%29%22">Journal of Marketing Research (JMR)</searchLink>. Jun2026, Vol. 63 Issue 3, p464-480. 17p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Streaming+video+%26+television%22">Streaming video & television</searchLink><br />*<searchLink fieldCode="DE" term="%22Economic+competition%22">Economic competition</searchLink><br />*<searchLink fieldCode="DE" term="%22Pricing%22">Pricing</searchLink><br />*<searchLink fieldCode="DE" term="%22Strategic+alliances+%28Business%29%22">Strategic alliances (Business)</searchLink> – Name: SubjectCompany Label: Company/Entity Group: Su Data: <searchLink fieldCode="DE" term="%22Amazon%2Ecom+Inc%2E%22">Amazon.com Inc.</searchLink> <searchLink fieldCode="DN" term="%22884745530%22">884745530</searchLink> <searchLink fieldCode="TK" term="%22AMZN%22">AMZN</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: The over-the-top (OTT) subscription video streaming industry has witnessed significant growth and heightened competition in recent years, marked by the influx of new players. At the same time, competing services are forming new alliances that facilitate consumer multihoming. For instance, Amazon Prime Video has partnered with services such as HBO Max and Paramount+ to enhance the combined viewing experience for consumers through seamless integration. The authors build a game-theoretic model with horizontally differentiated services to examine how an alliance facilitating multihoming between two competing services affects price competition in the market. They find that the alliance's impact on price competition depends on the level of content differentiation in the market: Competition intensifies when differentiation is high but relaxes when differentiation is low. The alliance benefits the partnering services as long as the differentiation is not too high, and interestingly, it may increase the profitability of a third nonpartnering service when differentiation is sufficiently low. The authors show that consumer surplus increases under the alliance, even if price competition is relaxed. They also investigate a focal service's decision to partner with one of two competing services and find that it prefers to partner with a service that has high-quality content but a smaller loyal base. This research offers insights into the current landscape of the OTT video streaming market and provides implications for both managers and policymakers. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Marketing Research (JMR) is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1177/00222437251381805 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 17 StartPage: 464 Subjects: – SubjectFull: Streaming video & television Type: general – SubjectFull: Economic competition Type: general – SubjectFull: Pricing Type: general – SubjectFull: Strategic alliances (Business) Type: general – SubjectFull: Amazon.com Inc. Type: general Titles: – TitleFull: Multihoming Alliances and Price Competition. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Uppal, Abhinav – PersonEntity: Name: NameFull: Kumar, Nanda – PersonEntity: Name: NameFull: Gangwar, Manish IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 06 Text: Jun2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 00222437 Numbering: – Type: volume Value: 63 – Type: issue Value: 3 Titles: – TitleFull: Journal of Marketing Research (JMR) Type: main |
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