From Zero to Hero, Freemium to Premium, a case study analysis of YouTube & Spotify
From Zero to Hero, Freemium to Premium, a case study analysis of YouTube & Spotify
Ben Libon (Ph.D. student), “From Zero to Hero, Freemium to Premium, a case study analysis of YouTube & Spotify,” paper accepted for presentation at the April 2026 Southern States Communication Association conference. Abstract: This study analyzes how YouTube and Spotify rose to dominance through the lenses of political economy and adaptation theory. Focusing on their shift from privately held firms to publicly traded corporations, we trace how ownership changes altered platform priorities, from emphasizing user experience and novelty to maximizing revenue. We argue that this transition is reflected in rising subscription prices, heavier ad loads, and intensified data collection for personalization aimed at retaining users.
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S. Watson Dunn Memorial Fund GrantJiwon Kim (Ph.D. student), Joowon Lee (M.A. student) and Daniella Greiffo (Ph.D. student) have received the S. Watson Dunn Memorial Fund Grant ($500) at 2026 American Academy of Advertising for their research titled “Competing for a […]
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Simulated persuasion. Theoretical directions for virtual influencers in interactive advertisingHatfield, Haley (former Grady PhD student) & Sun Joo (Grace) Ahn (in press). “Simulated persuasion. Theoretical directions for virtual influencers in interactive advertising,” in Rodgers, S. & Thorson, E. (Eds.), Digital Advertising […]