内容竞争的付费优先级
Paid Prioritization with Content Competition
摘要：
我们研究了在内容提供方（CP）竞争的市场中允许付费优先安排的影响。我们考虑竞争的CP谁支付优先级费用的垄断ISP，以抵消ISP的成本投资于基础设施，以支持快速通道。与先前的工作不同，我们提出的用户内容消费模型考虑了多重购买（即，用户同时预订多于一个CP）。这个模型允许我们考虑每个CP收到的“注意力”，从而在付费优先级如何影响订阅收入和广告收入之间进行对比。我们发现，存在激励ISP建立额外的快速通道，由CP补贴足够高的收入（无论是订阅费或广告）。我们表明，非优先级的内容提供方不需要失去用户，但可能会失去收入的广告，由于减少用户的关注。我们进一步表明，用户将消费更广泛的内容在一个优先的制度，他们可以获得更高的福利，提供非优先的流量不节流。我们讨论了这些发现的一些政策和实际意义，并进行了数值验证。
英文摘要：
We study the effects of allowing paid prioritization arrangements in a market with content provider (CP) competition. We consider competing CPs who pay prioritization fees to a monopolistic ISP so as to offset the ISP's cost for investing in infrastructure to support fast lanes. Unlike prior works, our proposed model of users' content consumption accounts for multi-purchasing (i.e., users simultaneously subscribing to more than one CP). This model allows us to account for the "attention" received by each CP, and consequently to draw a contrast between how subscription-revenues and ad-revenues are impacted by paid prioritization. We show that there exist incentives for the ISP to build additional fast lanes subsidized by CPs with sufficiently high revenue (from either subscription fees or advertisements). We show that non-prioritized content providers need not lose users, yet may lose revenue from advertisements due to decreased attention from users. We further show that users will consume a wider variety of content in a prioritized regime, and that they can attain higher welfare provided that non-prioritized traffic is not throttled. We discuss some policy and practical implications of these findings and numerically validate them.
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