Superstars and the long tail: The impact of technology on market structure in media industries

► Developments in creative media industries can be explained by technological changes. ► This analysis focuses on supply-side changes linked to digitization. ► Long tail results from lower fixed cost of basic products or decline in market size. ► These changes also generate superstars outcomes, thus the two phenomena can coexist. ► A lower cost of quality enhancement also generates superstars outcomes.