By the same authors

Effects of Ad-Blockers Adoption on Digital Piracy: A Blessing or a Curse?

Research output: Working paperDiscussion paper



Publication details

DatePublished - 2017
Original languageEnglish


 This paper contributes to the current literature by studying the effect of ad-blockers adoption on digital piracy in a duopoly market with a legal platform (e.g. Netflix) offering video-on-demand (VOD) contents and a pirate platform monetising users' traffic via (invasive) ads. We consider two types of consumer-oriented ad-blocking technology: i) a purely consumer-oriented, that cares only about the consumer welfare, and ii) a concerned consumer-oriented ad-blocker, that is (to some extent) concerned with the sustainability of ad-sponsored companies. We consider a pre-adoption (benchmark) and a post-adoption market. In the post-adoption market, in equilibrium, the ad-blocker chooses to provide either a full blocking of invasive ads on the pirate platform (whenever there are no fixed costs or when the ad-blocker is purely consumer-oriented) or a partial blocking (when concerned with the survival of ad-based firms). Depending on the type of blocking, the copyright holder, consumers and the society can see ads avoidance either as a blessing or as a curse. Notably, we establish the conditions under which ad-blocking technologies turn out altering the market structure depending on whether the legal platform leads or follows the game. Policy implications are also discussed. 

Discover related content

Find related publications, people, projects, datasets and more using interactive charts.

View graph of relations