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.
Related Research
-
The Effectiveness of Comment Sidedness on Inoculating Consumer Attitudes and Intentions Toward Social Media AdvertisingBen Libon (Ph.D. Student) and Nathaniel Evans, “The Effectiveness of Comment Sidedness on Inoculating Consumer Attitudes and Intentions Toward Social Media Advertising”. Paper Accepted to the American Academy of Advertising […]
-
Deceptively similar: Understanding the role of ethnic affinity targeting in Gen-AI-created political advertisingMengqi (Maggie) Liao and Joshua Cloudy, “Deceptively similar: Understanding the role of ethnic affinity targeting in Gen-AI-created political advertising.” Paper to be presented at the annual conference of the American […]