Monetization strategies in digital business: models, trends, and evidence from global platforms
DOI:
https://doi.org/10.5007/2175-8077.2026.e108784Keywords:
Digital business models, Monetization strategies, Digital platforms, Attention economyAbstract
Purpose: To comparatively analyze the monetization models adopted by four global streaming platforms, Netflix, Spotify, YouTube, and Amazon Prime Video, in light of the literature on digital business models, attention economy, and platform strategies. Design/methodology/approach: Exploratory study based on documentary analysis of secondary data, including annual reports, corporate documents, and specialized publications. Originality/value: The article provides a comparative view of platforms often studied in isolation, integrating different monetization models into a unified analytical framework. Findings: Results highlight the diversity of arrangements: pure subscription (Netflix), hybrid freemium (Spotify), advertising with optional subscription (YouTube), and cross-subsidy integrated into Amazon’s ecosystem (Prime Video). Although all share the logic of the attention economy, they differ in how they capture value through subscriptions, advertising, and loyalty mechanisms. Theoretical contributions: Advances understanding of the digital economy by connecting business models, monetization strategies, and the attention economy in a comparative analysis. Management contributions: Provides insights for managers on how to balance monetization, user engagement, and sustainability in highly competitive digital ecosystems.
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