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Abstract Digital platforms are increasingly dominating markets by bringing together two or more groups of users and facilitating the exchange of value between them. Although several significant issues concerning the dynamics of digital platforms have been addressed, much of the research effort has focused on the platform owner. On the other hand, research on complementors neither takes into account the individual level nor clearly shows what an individual complementor can do to benefit from platform participation. By studying the evolving relationship between YouTube and its ecosystem of complementors (content creators), we shed light on the strategies that complementors use to progressively avoid but still benefit from platform governance. We find that content creators are, first, in a mutual relationship with the YouTube platform, benefiting from direct monetization. Then, they shift to commensalism as the relationship evolves, allowing them to avoid YouTube's governance and take advantage of multi‐homing. Our findings illuminate the effects of platform governance, particularly how it shapes the actions of complementors.
Gastaldi et al. (Thu,) studied this question.