Net neutrality and consumer demand in the video on-demand market

Proponents of Net Neutrality rules argue that these regulations prevent internet service providers (ISP) from slowing down content that competes with some of their own services (vertical foreclosure). To study these incentives, we measure consumers’ willingness to pay for speed on the video on-demand market. We use a survey experiment to estimate a differentiated-product demand system for choosing how to view specific content. We establish a necessary condition for ISPs to have an incentive for vertical foreclosure: consumers respond to reduced speeds by substituting to a service offered by the ISP. We also show that by eliminating vertical foreclosure, Net Neutrality could provide incentives for ISPs to compete on prices.