The Effect of Innovation on the Market Structure of the Media Industry: A Longitudinal Study

ABSTRACT This study examines if and how technological innovation influences market structure of the media industry. OLS regression analysis is employed to address the following research question: How do technological innovations affect the market structure of the media industry? Results suggest that changes in the adoption rates of television and cable television influence the media industry’s market structure. The study discusses implications of these findings and recommends future related research efforts.