Superstar Exclusivity in Two-Sided Markets: Exclusivity Draws Consumers and Complementors to the Favored Platform and Raises Complementors' Total SurplusResearch Paper
Motivation
Platform markets often feature a Superstar: a single complement whose presence moves consumers, such as a blockbuster game on a console or a star streamer on a video platform. Whether such a Superstar signs an exclusive deal with one platform or stays available on both is a recurring question for competition authorities and for platform managers. Empirical work documents both sides of the effect. Exclusive titles help small consoles challenge incumbents (Lee 2013). Superstar apps generate demand-discovery spillovers for small developers (Ershov 2020, NET Institute working paper). When a star streamer switched platforms, viewers followed and other content producers repositioned (Förderer & Gutt 2021, working paper).
Carroni, Madio & Shekhar (Management Science, 2024) build a two-sided Hotelling model with three groups of agents: consumers, a fringe of small complementors, and the Superstar. The model asks how Superstar exclusivity changes prices, participation and welfare. This mission formalizes the paper's analysis of the complementor side under vertical separation. The analysis runs through the equilibrium prices (Lemmas 1–3) and the sorting of complementors into multihomers, singlehomers and inactive firms (Proposition 1). It ends in the welfare result that exclusivity raises complementors' total surplus (Proposition 3).
Setting
Two platforms and sit at the ends of a Hotelling line. A unit mass of consumers has types , distributed with cumulative distribution function and density . The type measures the preference for platform over platform . The Superstar is worth to a consumer of a platform that hosts it, and records its presence on platform . A consumer of type joins platform rather than when
where are the consumer prices, the masses of complementors on the platforms, and the value of a unit mass of complementors to a consumer. Platform 's consumer share is and platform 's is .
Complementors have an opportunity cost of joining each platform, distributed with mass function and density . A complementor receives per unit mass of consumers, so it joins platform if and only if , and . A complementor that joins both platforms pays twice.
Expectations are fulfilled: the share solves the fixed-point equation
Platforms choose prices simultaneously to maximise gross profit . Under exclusivity the Superstar is on platform only (); under non-exclusivity it is on both (). The paper's standing assumptions are smoothness and symmetry of , a positive nondecreasing density , and Assumption 3: , which keeps cross-group externalities below the differentiation parameter. The complementors' total surplus at shares is
Formalization targets
Goal: Proposition 3
For , let be platform 's share in the selected exclusivity equilibrium and the share in the symmetric non-exclusive equilibrium. Then
The statement fixes no functional forms and no constants. It holds for every model satisfying the assumptions and every .
Milestones
- Lemma 1. At every interior equilibrium, , and is the same expression with in place of .
- Lemma 2. Under non-exclusivity at equal prices, , and . All active complementors multihome.
- Lemma 3 (demand and complementor part). Under exclusivity, and .
- Proposition 1. Under exclusivity, complementors with multihome, those with singlehome on platform , and the rest are inactive. More complementors are active than under non-exclusivity.
- Decomposition of (Section 4.3) into the contributions of multihomers, of switchers from multihoming to singlehoming, and of entrants.
Significance
The result says that a Superstar's exclusive contract, usually discussed as a tool of foreclosure against the rival platform, benefits the fringe of complementors taken as a whole. Some complementors stop paying for a second platform. Others, inactive without exclusivity, enter on the favoured platform. The comparison feeds into the paper's welfare analysis (consumer surplus, Proposition 4) and into its account of when the Superstar chooses exclusivity (Proposition 5). It supplies a theoretical counterpart to the empirical spillover findings cited above.
The paper's proofs are informal in places that matter. Equilibrium selection under fulfilled expectations is described in words only, and the derivative argument for Lemma 3 tracks an equilibrium as a function of without saying which one. A formal development has to fix these choices, and this mission fixes them explicitly (see Formalization scope). None of these results has been machine-checked before. The fixed-point and first-order machinery for two-sided fulfilled-expectations demand would also serve other platform-competition models in the Armstrong (2006) tradition.
Difficulty
The surplus comparison itself is elementary once the equilibrium shares are known. The work lies in the equilibrium shares. Fulfilled-expectations demand is defined by a fixed point that can have several solutions, so neither the share at a deviation price nor the equilibrium share is a priori a function of prices. The obvious first step, "impose symmetry", does not prove that the non-exclusive share is . One must show that is the only interior fixed point at equal prices. Likewise, the exclusive share exceeds only for the equilibrium reached continuously from the symmetric one. Coordination on the disfavoured platform is a fulfilled-expectations outcome the model does not exclude. Lemma 1 needs a differentiable local branch of the fixed point at a deviation, which is where Assumption 3 enters.
Formalization scope
Everything is real-valued. The model is a structure with , functions , and the following hypotheses:
- is continuous and monotone, left of and right of , with on , and symmetric, ;
- , is with , and is nondecreasing on ;
- Assumption 3 holds on .
Several conventions depart from the paper's wording:
- The paper asks for , on all of for a distribution function , which no distribution satisfies. These conditions are imposed on , the only range on which is evaluated.
- The bounds on in Assumption 2 are dropped, which only strengthens the statements.
- " large enough" is replaced by interiority () of every equilibrium considered.
- The standalone value cancels and is omitted.
Fulfilled-expectations demand is a relation, not a chosen function. A price equilibrium is a Nash equilibrium in prices in which no deviation is profitable for any fulfilled-expectations share it induces. Lemma 1's formulas are a theorem about this equilibrium, not its definition. The symmetric non-exclusive outcome is the interior equilibrium at equal prices. The exclusive outcome is the end point, at value , of a continuous path of interior equilibria of the games with Superstar value , starting from equal prices at . Platform 's share is always .
The goal must not be posed with , or as a hypothesis: since is strictly convex and symmetric about , any of these would reduce it to a calculus exercise. The price ranking in Lemma 3 is not part of the mission. Its proof rests on bounds on that the paper states only as functions of unspecified equilibrium arguments.
The needed infrastructure is the implicit function theorem in one variable, interval integrals of continuous functions, and the intermediate value theorem. Contributions are welcome on any milestone, on alternative proofs of the goal, and on reusable lemmas about uniqueness of fulfilled-expectations fixed points.
Selected references
- Carroni, E., Madio, L., Shekhar, S., Superstar Exclusivity in Two-Sided Markets, Management Science 70(2):991–1011, 2024; accepted manuscript at IRIS Bologna. https://doi.org/10.1287/mnsc.2023.4720, http://hdl.handle.net/11585/922035
- Armstrong, M., Competition in Two-Sided Markets, RAND Journal of Economics 37(3):668–691, 2006. https://doi.org/10.1111/j.1756-2171.2006.tb00037.x
- Fudenberg, D., Tirole, J., Customer Poaching and Brand Switching, RAND Journal of Economics 31(4):634–657, 2000. https://doi.org/10.2307/2696352
- Lee, R. S., Vertical Integration and Exclusivity in Platform and Two-Sided Markets, American Economic Review 103(7):2960–3000, 2013. https://doi.org/10.1257/aer.103.7.2960
- Ershov, D., Competing with Superstars in the Mobile App Market, NET Institute Working Paper, 2020.
- Förderer, J., Gutt, D., The Effects of Platform Superstars on Content Production: Evidence from Ninja, working paper, 2021.