Value co-creation in the digital media landscape : Exploring organizing logic shaped by layered modularity

Abstract: In a time of pervasive digitalization, technology is constantly reshaping contemporary society. Because digital product architecture allows for unprecedented flexibility in terms of design, production, distribution and use, significant shifts are seen in how firms organize to create value. As disruptive technologies enable novel ways of operating in the media industry, new actors are entering the stage, capitalizing on the affordances associated with digitalization of content. Established in 2013, multi-channel network United Screens build a business around online video creators posting original material to social media platforms such as YouTube, helping them with anything from audience growth to rights management. Connecting content creators with brands looking to market themselves through online video, United Screens provide an illustrative example of how relative positions of new and established actors are changing as an effect of digitalization. Because little research has previously been directed at multi-channel networks, this study set out to explore how United Screens organize themselves and their partnerships to create value in the digital media landscape. By interviewing employees and partners of the company, themes covering roles, offerings, affiliation and control were identified and subsequently discussed in relation to previous knowledge of business logic and digital product architecture. The study provides an empirical illustration of how digitalization enables new ways of creating value, and how this affects organizational arrangements. Concluding that more research is required in the field, the study serves as a starting point for theory generation concerning emergent actors and their organizing logic following pervasive digitalization.