Bundling Information Goods: Pricing, Profits, and Efficiency
Management Science
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We conduct comprehensive measurements on the current practice of content bundling to understand the structural patterns of torrents and the participant behaviors of swarms on one of the largest BitTorrent portals: The Pirate Bay. From the datasets of the 120K torrents and 14.8M peers, we investigate what constitutes torrents and how users participate in swarms from the perspective of bundling, across different content categories: Movie, TV, Porn, Music, Application, Game and E-book. In particular, we focus on: (1) how prevalent content bundling is, (2) how and what files are bundled into torrents, (3) what motivates publishers to bundle files, and (4) how peers access the bundled files. We find that over 72% of BitTorrent torrents contain multiple files, which indicates that bundling is widely used for file sharing. We reveal that profit-driven BitTorrent publishers who promote their own web sites for financial gains like advertising tend to prefer to use the bundling. We also observe that most files (94%) in a bundle torrent are selected by users and the bundle torrents are more popular than the single (or non-bundle) ones on average. Overall, there are notable differences in the structural patterns of torrents and swarm characteristics (i) across different content categories and (ii) between single and bundle torrents.