Türkiye’de Dijital Medya Sektöründe Yoğunlaşma ve Hakim Durumun Tespiti

Abstract

Various developments in internet-based communication technologies have led to vital modifications by affecting the functions and market structures of mass media. As a result of these changes, new media, or digital media, emerged and took shape as a new market structure. The traditional media economy has yielded to the new concept of digital media economy, and the added value created by a variety of video on-demand broadcasting platforms has provided some competitive advantages to countries, resulting in this area being tackled and evaluated with a new economic perspective. As a result of the generated added value, the market structure and the competitive nature of the digital media industry have become a more noteworthy topic each day, necessitating this market to be tackled in terms of both market theories and economic concentration. This study is based on the analysis of the new digital media market structure created by the on-demand broadcasting sector, which is rapidly and significantly developing, unlike the traditional media sector in Türkiye, with the aid of concentration analyses, the determination of the competitive structure of this field, and the introduction of some policy recommendations. With the concentration analyses, conducted via concentration indexes that are often utilized to determine the level of competition in the literature, the ultimate goal is to measure whether the video on-demand platforms operating in Türkiye have a dominant position in the market. In this context; The concentration level and competitive structure of the Turkish on-demand broadcasting sector, which includes BluTV, PuhuTV, Exxen, Netflix, Mubi, Gain, Amazon Prime Video, Disney Plus, and beIN CONNECT platforms operating in Turkey provided that they have acquired a broadcasting license from RTÜK, were assessed with concentration indexes calculated utilizing the market shares of these platforms based on their subscriber digits between 2020 and 2024. Within the extent of this evaluation; the N-firm concentration Index, Herfindahl-Hirschman Concentration Index, Hannah-Kay Concentration Index, Total Entropy and Relative Entropy Indices, which are regularly used in the literature and often referred to as structural approach models, were used. As a result of the analyses, high concentration, low competition, and an oligopolistic structure were concluded in the Turkish video on demand media market.