Inhoud
1 Introductie.................................................................................................. 5
1.1 Het verhaal van Benjamin H. Day..............................................................................5
1.1.1 benjamin day....................................................................................................... 5
1.1.2 Radicaal nieuw verdienmodel..............................................................................6
1.1.3 Commercialisering van aandacht........................................................................6
1.1.4 Massa.................................................................................................................. 7
1.2 benjamin today.......................................................................................................... 8
2 economische kenmerken van media.............................................................8
2.1 uitgangspunten micro-economie...............................................................................8
2.1.1 economische markt.............................................................................................9
2.1.2 economisch model............................................................................................. 11
2.1.3 aanbod.............................................................................................................. 11
2.1.4 vraag................................................................................................................. 11
2.1.5 equilibrium........................................................................................................ 12
2.1.6 equilibrum (2).................................................................................................... 12
2.1.7 verandering aanbod.......................................................................................... 12
2.1.8 verandering vraag............................................................................................. 13
2.1.9 van markt naar individuele onderneming..........................................................13
2.1.10 wet van afnemende meeropbrengst................................................................15
2.1.11 neo-klassieke assumpties................................................................................15
2.2 Uitgangspunten media-economie............................................................................17
2.2.1 Goederen........................................................................................................... 17
2.2.2 Aanbod.............................................................................................................. 21
2.2.3 Vraag – gaat over het nut..................................................................................26
2.2.4 defect prijsmechanisme (Prijs)...........................................................................29
2.2.5 structurele neiging tot marktfalen.....................................................................30
3 mediamarkten en structuren......................................................................32
3.1 waardeketen............................................................................................................ 32
3.1.1 waardenketen: commmodities..........................................................................33
3.1.2 waardeketen: media.......................................................................................... 34
3.2 MARKTSTRUCTUREN................................................................................................ 35
3.2.1 traditionele marktstructuren..............................................................................35
3.2.2 marktstructuren en marginale kosten (commodities)........................................36
3.2.3 media g marktstructuren...................................................................................38
3.2.4 media & marginale kosten (recap)....................................................................38
3.3 tweezijdige markten (media)...................................................................................38
1
, 3.3.1 tweezijdige markt g platformen.........................................................................39
3.3.2 Platform strategieën.......................................................................................... 40
3.3.3 mediaplatformen............................................................................................... 41
3.3.4 media als multi-sided markets...........................................................................42
3.4 incumbents.............................................................................................................. 42
3.4.1 warner bros. discovery......................................................................................42
3.4.2 the walt disney company (disney).....................................................................43
3.4.3 bertelmann........................................................................................................ 44
3.4.4 Newscorp........................................................................................................... 44
3.4.5 paramount skydance corporation......................................................................44
3.4.6 vivendi (frans bedrijf)........................................................................................45
3.4.7 sony................................................................................................................... 45
3.5 new entrants............................................................................................................ 45
3.5.1 microsoft........................................................................................................... 45
3.5.2 APPLE................................................................................................................ 46
3.5.3 alphabet (moederbedrijf achter google)............................................................46
3.5.4 meta platforms.................................................................................................. 46
3.5.5 amazon.............................................................................................................. 47
3.5.6 ebay/paypal/skype............................................................................................. 47
3.5.7 netflix................................................................................................................ 47
3.5.8 spotify................................................................................................................ 48
3.5.9 Alibaba group.................................................................................................... 48
3.5.10 tencent............................................................................................................ 48
3.5.11 bytedance........................................................................................................ 49
3.5.12 twitter/x........................................................................................................... 49
3.5.13 open ai............................................................................................................. 49
3.5.14 nvidia............................................................................................................... 49
4 mediaconcentratie.....................................................................................51
4.1 concentratie strategieën.......................................................................................... 51
4.2 indicatoren............................................................................................................... 52
4.2.1 Concentratie-ratio (Cx index).............................................................................52
4.2.2 HHI (Herfindahl-hirschman index)......................................................................53
4.3 why bother?............................................................................................................. 54
4.3.1 mediamarkten g diversiteit................................................................................54
4.3.2 mediamarkten g kwaliteit..................................................................................60
4.4 feiten g tendezen..................................................................................................... 61
4.4.1 mediaconcentratie… een mythe?......................................................................61
4.4.2 mediaconcentratie vlaanderen..........................................................................65
2
,5 digitalisering en platformisering................................................................69
5.1 digitalisering en convergentie..................................................................................69
5.1.1 wet van moore................................................................................................... 69
5.1.2 netwerkeffecten................................................................................................. 81
5.1.3 waarde van netwerken......................................................................................84
5.1.4 netwerkeffecten................................................................................................. 87
5.2 platformisering........................................................................................................ 89
5.2.1 ict, modulariteit g interdependentie..................................................................89
5.2.2 horizontalisering................................................................................................ 93
5.2.3 platformisering.................................................................................................. 93
5.2.4 platformisering: gevolgen in de markt...............................................................93
5.2.5 platformisering.................................................................................................. 94
5.2.6 … naar business eco-systeem management.....................................................94
5.2.7 platformisering.................................................................................................. 94
5.2.8 inverted firms.................................................................................................... 95
5.3 nieuwe (media) economie?......................................................................................95
5.3.1 of toch niet?....................................................................................................... 96
5.3.2 netwerkeconomie.............................................................................................. 96
6 nieuwsindustrie c betalingsbereidheid.......................................................97
6.1 traditioneel model.................................................................................................... 97
6.1.1 tweezijdige markt.............................................................................................. 97
6.2 betalingsbereidheid............................................................................................... 104
6.2.1 betalen voor nieuws........................................................................................104
6.2.2 betalen voor online nieuws..............................................................................106
6.3 inkomstenmodellen............................................................................................... 107
6.3.1 veel voorkomende inkomstenmodellen...........................................................107
6.3.2 evolutie inkomstenmodellen nieuws................................................................109
7 sociale media c advertentiemarkten.........................................................109
7.1 sociale media......................................................................................................... 109
7.1.1 transitie web1.0 naar web 2.0 (recap).............................................................109
7.1.2 web2.0............................................................................................................. 109
7.1.3 sociale media typologie uit 2010.....................................................................110
7.1.4 sociale media................................................................................................... 110
7.1.5 metcalfe’s law................................................................................................. 111
7.2 strategisch management van platformen..............................................................111
7.2.1 ecosysteem denken......................................................................................... 112
7.2.2 strategieën...................................................................................................... 112
7.2.3 qwertynomics.................................................................................................. 116
3
, 7.2.4 lock-in strategieën........................................................................................... 116
7.2.5 advertentiemarkten......................................................................................... 117
7.2.6 veranderde advertentiemarkten......................................................................117
7.2.7 programmatic advertising...............................................................................119
8 televisieindustrie.....................................................................................121
9 ai economie............................................................................................. 121
9.1 concepten en drivers............................................................................................. 121
9.1.1 de retoriek van ai – ai is een buzzword............................................................121
9.1.2 ai tijdlijn........................................................................................................... 122
9.1.3 concepten: niet alle ai is generatieve ai..........................................................122
9.1.4 concepten: generatieve ai...............................................................................123
9.1.5 genai model – overview...................................................................................123
9.1.6 genai model – extensies..................................................................................123
9.2 key drivers............................................................................................................. 124
9.3 ecosysteem........................................................................................................... 126
9.3.1 ecosysteem layers – ai tech stack...................................................................126
9.4 business modellen................................................................................................. 126
9.4.1 foundation models – open vs closed source.....................................................126
9.4.2 genai: grote verwachtingen – general purpose tech........................................127
9.4.3 genai: grote verwachtingen – wat is de business value?.................................128
9.4.4 big tech........................................................................................................... 128
9.4.5 genai: grote verwachtingen – cross funding....................................................129
9.4.6 markmacht – foundation models.....................................................................129
9.4.7 case study: openai (2015)...............................................................................129
9.4.8 case study: openai – application layer.............................................................130
9.4.9 case study: openai: revenue streams..............................................................130
9.4.10 genai voor media – vloek of zegen................................................................131
4
1 Introductie.................................................................................................. 5
1.1 Het verhaal van Benjamin H. Day..............................................................................5
1.1.1 benjamin day....................................................................................................... 5
1.1.2 Radicaal nieuw verdienmodel..............................................................................6
1.1.3 Commercialisering van aandacht........................................................................6
1.1.4 Massa.................................................................................................................. 7
1.2 benjamin today.......................................................................................................... 8
2 economische kenmerken van media.............................................................8
2.1 uitgangspunten micro-economie...............................................................................8
2.1.1 economische markt.............................................................................................9
2.1.2 economisch model............................................................................................. 11
2.1.3 aanbod.............................................................................................................. 11
2.1.4 vraag................................................................................................................. 11
2.1.5 equilibrium........................................................................................................ 12
2.1.6 equilibrum (2).................................................................................................... 12
2.1.7 verandering aanbod.......................................................................................... 12
2.1.8 verandering vraag............................................................................................. 13
2.1.9 van markt naar individuele onderneming..........................................................13
2.1.10 wet van afnemende meeropbrengst................................................................15
2.1.11 neo-klassieke assumpties................................................................................15
2.2 Uitgangspunten media-economie............................................................................17
2.2.1 Goederen........................................................................................................... 17
2.2.2 Aanbod.............................................................................................................. 21
2.2.3 Vraag – gaat over het nut..................................................................................26
2.2.4 defect prijsmechanisme (Prijs)...........................................................................29
2.2.5 structurele neiging tot marktfalen.....................................................................30
3 mediamarkten en structuren......................................................................32
3.1 waardeketen............................................................................................................ 32
3.1.1 waardenketen: commmodities..........................................................................33
3.1.2 waardeketen: media.......................................................................................... 34
3.2 MARKTSTRUCTUREN................................................................................................ 35
3.2.1 traditionele marktstructuren..............................................................................35
3.2.2 marktstructuren en marginale kosten (commodities)........................................36
3.2.3 media g marktstructuren...................................................................................38
3.2.4 media & marginale kosten (recap)....................................................................38
3.3 tweezijdige markten (media)...................................................................................38
1
, 3.3.1 tweezijdige markt g platformen.........................................................................39
3.3.2 Platform strategieën.......................................................................................... 40
3.3.3 mediaplatformen............................................................................................... 41
3.3.4 media als multi-sided markets...........................................................................42
3.4 incumbents.............................................................................................................. 42
3.4.1 warner bros. discovery......................................................................................42
3.4.2 the walt disney company (disney).....................................................................43
3.4.3 bertelmann........................................................................................................ 44
3.4.4 Newscorp........................................................................................................... 44
3.4.5 paramount skydance corporation......................................................................44
3.4.6 vivendi (frans bedrijf)........................................................................................45
3.4.7 sony................................................................................................................... 45
3.5 new entrants............................................................................................................ 45
3.5.1 microsoft........................................................................................................... 45
3.5.2 APPLE................................................................................................................ 46
3.5.3 alphabet (moederbedrijf achter google)............................................................46
3.5.4 meta platforms.................................................................................................. 46
3.5.5 amazon.............................................................................................................. 47
3.5.6 ebay/paypal/skype............................................................................................. 47
3.5.7 netflix................................................................................................................ 47
3.5.8 spotify................................................................................................................ 48
3.5.9 Alibaba group.................................................................................................... 48
3.5.10 tencent............................................................................................................ 48
3.5.11 bytedance........................................................................................................ 49
3.5.12 twitter/x........................................................................................................... 49
3.5.13 open ai............................................................................................................. 49
3.5.14 nvidia............................................................................................................... 49
4 mediaconcentratie.....................................................................................51
4.1 concentratie strategieën.......................................................................................... 51
4.2 indicatoren............................................................................................................... 52
4.2.1 Concentratie-ratio (Cx index).............................................................................52
4.2.2 HHI (Herfindahl-hirschman index)......................................................................53
4.3 why bother?............................................................................................................. 54
4.3.1 mediamarkten g diversiteit................................................................................54
4.3.2 mediamarkten g kwaliteit..................................................................................60
4.4 feiten g tendezen..................................................................................................... 61
4.4.1 mediaconcentratie… een mythe?......................................................................61
4.4.2 mediaconcentratie vlaanderen..........................................................................65
2
,5 digitalisering en platformisering................................................................69
5.1 digitalisering en convergentie..................................................................................69
5.1.1 wet van moore................................................................................................... 69
5.1.2 netwerkeffecten................................................................................................. 81
5.1.3 waarde van netwerken......................................................................................84
5.1.4 netwerkeffecten................................................................................................. 87
5.2 platformisering........................................................................................................ 89
5.2.1 ict, modulariteit g interdependentie..................................................................89
5.2.2 horizontalisering................................................................................................ 93
5.2.3 platformisering.................................................................................................. 93
5.2.4 platformisering: gevolgen in de markt...............................................................93
5.2.5 platformisering.................................................................................................. 94
5.2.6 … naar business eco-systeem management.....................................................94
5.2.7 platformisering.................................................................................................. 94
5.2.8 inverted firms.................................................................................................... 95
5.3 nieuwe (media) economie?......................................................................................95
5.3.1 of toch niet?....................................................................................................... 96
5.3.2 netwerkeconomie.............................................................................................. 96
6 nieuwsindustrie c betalingsbereidheid.......................................................97
6.1 traditioneel model.................................................................................................... 97
6.1.1 tweezijdige markt.............................................................................................. 97
6.2 betalingsbereidheid............................................................................................... 104
6.2.1 betalen voor nieuws........................................................................................104
6.2.2 betalen voor online nieuws..............................................................................106
6.3 inkomstenmodellen............................................................................................... 107
6.3.1 veel voorkomende inkomstenmodellen...........................................................107
6.3.2 evolutie inkomstenmodellen nieuws................................................................109
7 sociale media c advertentiemarkten.........................................................109
7.1 sociale media......................................................................................................... 109
7.1.1 transitie web1.0 naar web 2.0 (recap).............................................................109
7.1.2 web2.0............................................................................................................. 109
7.1.3 sociale media typologie uit 2010.....................................................................110
7.1.4 sociale media................................................................................................... 110
7.1.5 metcalfe’s law................................................................................................. 111
7.2 strategisch management van platformen..............................................................111
7.2.1 ecosysteem denken......................................................................................... 112
7.2.2 strategieën...................................................................................................... 112
7.2.3 qwertynomics.................................................................................................. 116
3
, 7.2.4 lock-in strategieën........................................................................................... 116
7.2.5 advertentiemarkten......................................................................................... 117
7.2.6 veranderde advertentiemarkten......................................................................117
7.2.7 programmatic advertising...............................................................................119
8 televisieindustrie.....................................................................................121
9 ai economie............................................................................................. 121
9.1 concepten en drivers............................................................................................. 121
9.1.1 de retoriek van ai – ai is een buzzword............................................................121
9.1.2 ai tijdlijn........................................................................................................... 122
9.1.3 concepten: niet alle ai is generatieve ai..........................................................122
9.1.4 concepten: generatieve ai...............................................................................123
9.1.5 genai model – overview...................................................................................123
9.1.6 genai model – extensies..................................................................................123
9.2 key drivers............................................................................................................. 124
9.3 ecosysteem........................................................................................................... 126
9.3.1 ecosysteem layers – ai tech stack...................................................................126
9.4 business modellen................................................................................................. 126
9.4.1 foundation models – open vs closed source.....................................................126
9.4.2 genai: grote verwachtingen – general purpose tech........................................127
9.4.3 genai: grote verwachtingen – wat is de business value?.................................128
9.4.4 big tech........................................................................................................... 128
9.4.5 genai: grote verwachtingen – cross funding....................................................129
9.4.6 markmacht – foundation models.....................................................................129
9.4.7 case study: openai (2015)...............................................................................129
9.4.8 case study: openai – application layer.............................................................130
9.4.9 case study: openai: revenue streams..............................................................130
9.4.10 genai voor media – vloek of zegen................................................................131
4
