主題｜Topic：Let that Sync in: The Effect of Music Reuse on Product Discovery
時間｜Time：4月3日（周三）9: 30-11: 00
主講｜Speaker
Luis Aguiar，瑞士蘇黎世大學工商管理系數字化轉型管理與經濟學副教授，同時擔任 Information Economics and Policy 聯合主編。主要研究領域為數字經濟和在線市場經濟學，運用各種計量經濟學方法分析技術變革對企業、消費者、市場和福利的影響，尤其關注數字媒體産品。已有多篇論文發表于 Journal of Political Economy, Information Systems Research, the Journal of Industrial Economics, and the International Journal of Industrial Organization 等國際知名學術期刊。他的研究也被各種新聞媒體報道，包括 The Economist, The Wall Street Journal, Forbes, CNBC, and Billboard Magazine。
摘要｜Abstract
Digitization has importantly expanded the scope for reusing music in films, a process known as music synchronization. We use panel data on Netflix and Shazam, combined with a fixed-effects estimation strategy, to identify the causal effect of music synchronization on the discovery of reused songs. Our results show that songs are substantially more likely to be discovered via Shazam’s music recognition algorithm when reused in movies that get more Netflix exposure, even after controlling for country-specific song quality. Our estimates further show that an additional million Netflix views lead to an increase in shazams of 2.7% for the songs they reuse. These results indicate that movies play a significant role in boosting the discovery of reused music and have important implications for the negotiation of licensing rights between movie producers and music rightholders. They additionally improve our understanding of how new technologies enabled by digitization affect the content industries.
