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NTU Management Review
Vol. 33 No. 2 Aug. 2023, 1-36
DOI:10.6226/NTUMR.202308_33(2).0001

Optimal Advertorial Allocation and Contract Design of a
Multichannel Networks Company on Video Sharing Platforms

影片分享平臺中多頻道聯播網之最佳業配任務分配與合
約設計

Po-Han Chien, Department of Finance, National Taiwan University
簡博涵 / 國立臺灣大學財務金融學系
Ling-Chieh Kung, Department of Information Management, National Taiwan University
孔令傑 / 國立臺灣大學資訊管理學系
Received 2020/7, Final revision received 2022/8
Abstract
Multichannel Networks (MCN) companies arise due to booming video-sharing platforms
like YouTube. MCN companies sign creators who produce and publish videos on video-
sharing platforms. In addition to the advertising revenue from the platforms, the companies
and creators can earn revenue by completing advertorial tasks delegated by business
owners. In this study, we study how an MCN company allocates an advertorial task and
designs revenue-sharing contracts for creators with different abilities to attract online
viewers. We find that the MCN company may not always allocate an advertorial task only
to the most outstanding creator. When the creators’ abilities are not too distinct, and the
advertorial fee and the cost for creating a video are moderate, a splitting strategy (i.e.,
allocating the task to multiple creators) could be optimal. By comparing different industry
structures, we also show that the splitting strategy cannot be optimal without independent
MCN companies. In other words, independent MCN companies may make video-sharing
platforms more diversified.

【Keywords】online video sharing, multichannel networks, advertorials, revenue sharing,
game theory

領域主編：郭佳瑋教授

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