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Video distribution over the internet leads to heated net‐neutrality related debates between network operators and over‐the‐top application providers. The purpose of this paper is to analyze this debate from a new perspective that takes into account all of the assets that companies try to exploit in the so‐called battle for eyeballs in video distribution.

The systematic value chain analysis is used to determine the points along the value chain where net neutrality interacts with video distribution. The inputs to the analysis are the existing and proposed policy measures for net neutrality in Europe and in the USA, and a number of net neutrality incidents that have led to discussions earlier.

The paper finds that the current and proposed policy measures aimed at net neutrality each contribute to a certain extent to their intended effects. However, the analysis also shows that they are likely to lead to new debates in other parts of the value chain, as players try to compensate the loss of influence or revenue streams by rearranging the ways in which they exploit their assets.

Further and new debates are expected in the areas of peering and interconnection, distribution of resources between over‐the‐top and managed services and the role of devices with tightly linked search engines, recommendation systems and app stores.

The new perspectives offered by our value‐chain based analysis are valuable for policy makers who aim to promote net neutrality and simultaneously stimulate competition and innovation throughout the value chain.

This paper aims to explain and demonstrate how business model frameworks can be used to understand market developments and to assess the role of policy in (multi‐sided) ICT markets.

The research approach in the paper builds on integrated business model frameworks, which cover (much) more than the financial decisions of one single firm. A case study approach is implemented and tested in two studies on digital content platforms.

Relevant policy instruments are identified and explored. To some extent, the findings are complementary or contradictory to the findings of existing studies on digital content platforms. The paper includes policy recommendations related to mobile and fixed content platforms.

Limitations of the study are due to the explorative and qualitative approach, and are to be complemented by other approaches. Policy makers and researchers can use the approach to analyse digital content platform developments and the impact of policy. Stakeholders in innovation processes can use the approach to address business models as well as policy issues for emerging platforms and services.

The use of business model analysis in the context of policy analysis is a relatively new approach that is inspired by research findings on information communication technology (ICT) platforms and multi‐sided networks, progress in business model studies, challenges in the policy mix for ICT, and the importance of case study methods for impact assessment.