Plattformökosysteme und Presseerzeugnisse

Platform ecosystems are typically based on platforms that attract user attention through services and content to relay this attention to advertisers. However, the relevant content is often not self-created but instead linked from third-party providers, as with press publications. The exploitation of the content is not limited to advertising revenue but extends far beyond that. As part of an “envelopment” strategy, platforms can generate data, create new Services, and improve existing ones. It also helps platforms retain users and keep them engaged in the ecosystem longer. In this way, the value of the ecosystem can be increased, although this is difficult to measure. This article discusses various ways to monetize external content, using press publications as an example.