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Tail or no Tail? Applicability of the Long Tail Theory to the German Online Media Market

  • The Long Tail theory serves as an explanation for market change triggered through evolving online market conditions. However, it is often referred to without empirical validation, or with inconsistent findings on its applicability. Therefore, this paper analyses the applicability of the Long Tail theory to German online media offerings as of 2014 and 2016, focusing on offerings that serve information purposes (information offerings). Based on a unique dataset of commercially oriented online media offerings (Longitudinal IntermediaPlus 2014–2016), an analysis for three Long Tail characteristics (variety increase, opposing concentration between hit and niche offerings and niche market share increase) is conducted. By additionally distinguishing between political and entertainment-oriented information offerings as boundaries of democratized online market conditions the analysis reveals that the Long Tail theory is not fully applicable to any market sample, and especially not toThe Long Tail theory serves as an explanation for market change triggered through evolving online market conditions. However, it is often referred to without empirical validation, or with inconsistent findings on its applicability. Therefore, this paper analyses the applicability of the Long Tail theory to German online media offerings as of 2014 and 2016, focusing on offerings that serve information purposes (information offerings). Based on a unique dataset of commercially oriented online media offerings (Longitudinal IntermediaPlus 2014–2016), an analysis for three Long Tail characteristics (variety increase, opposing concentration between hit and niche offerings and niche market share increase) is conducted. By additionally distinguishing between political and entertainment-oriented information offerings as boundaries of democratized online market conditions the analysis reveals that the Long Tail theory is not fully applicable to any market sample, and especially not to politically oriented offerings.show moreshow less

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Metadaten
Author:Céline Fabienne Kampes
open access (DINI-Set):open_access
Qualitätssicherung:peer reviewed
open access :Diamant - ohne Publikationskosten mit Lizenzhinweis
Fachbereich/Einrichtung:Hochschule Düsseldorf / Fachbereich - Wirtschaftswissenschaften
Document Type:Article
Year of Completion:2020
Language of Publication:English
Publisher:University Press of Wroclaw
Parent Title (English):Central European Journal of Communication
Volume:13
Issue:3
Article Number:27
Page Number:19
First Page:371
Last Page:389
URN:urn:nbn:de:hbz:due62-opus-40123
DOI:https://doi.org/10.51480/1899-5101.13.3(27).4
ISSN:1899-5101
Tag:Germany; Long Tail theory; entertainment; online information offerings; politics
Corresponding Author:Céline Fabienne Kampes
Dewey Decimal Classification:3 Sozialwissenschaften / 33 Wirtschaft / 330 Wirtschaft
Licence (German):Creative Commons - CC BY-SA - Namensnennung - Weitergabe unter gleichen Bedingungen 4.0 International
Release Date:2023/03/22
Note:
This research was supported by the Digital Society research program funded by the Ministry of Culture and Science of the German State of North Rhine-Westphalia.
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