Handbook of Peer-to-Peer Networking pp 961-983
Peer-to-Peer Content Distribution and Over-The-Top TV: An Analysis of Value Networks
The convergence of Internet and TV, i.e., the Over-The-Top TV (OTT TV) paradigm, created opportunities for P2P content distribution as these systems reduce bandwidth expenses for media companies. This resulted in the arrival of legal, commercial P2P systems which increases the importance of studying economic aspects of these business operations. This chapter examines the value networks of three cases (Kontiki, Zattoo and bittorrent) in order to compare how different actors position and distinguish themselves from competitors by creating value in different ways. The value networks of legal systems have different compositions depending on their market orientation – Business-to-Business (B2B) and/or Businessto- Consumer (B2C). In addition, legal systems differ from illegal systems as legal companies are not inclined to grant control to users, whereas users havemost control in value networks of illegal, self-organizing file sharing communities. In conclusion, the OTT TV paradigm made P2P technology a partner for the media industry rather than an enemy. However, we argue that the lack of control granted to users will remain a seed-bed for the success of illegal P2P file sharing communities.
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