Publication Type

Conference Proceeding Article

Publication Date



A key feature of social media is that it allows individuals and businesses to contribute contents for public viewing. However, little is known about how content providers derive payoffs from such activities. In this study, we build a dynamic structural model to recover the utility function for content providers. Our model distinguishes short-term payoffs based on ad revenue sharing from long-term payoffs driven by content providers’ reputation. The model was estimated using a panel data of 914 top 1000 providers and 381 randomly selected providers on YouTube from Jun 7th, 2010, to Aug 7th, 2011. The two different sets of providers allow us to explore the difference between top and ordinary providers. Our results demonstrate that both providers value incremental subscribers as much as incremental video views. We also find that top providers value accumulative subscribers more than accumulative video views, while ordinary providers value accumulative video views more.


Computer Sciences | Management Information Systems

Research Areas

Information Systems and Management


International Conference on Information Systems (ICIS), 4-7 Decemebr 2011, Shanghai

City or Country

Shanghai, China

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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