Cuando una ´long tail´ no es suficiente

Literature on the Long Tail has focus on the effects of the behavior of their clients and the effect on the company results. One of the main problems on the analysis of the effect is the scarcity of quality data. Most of the analysis has several shortcomings as they only reflect indirect data or they exclusively related to book and the US market. As far as existing literature, it could be an exclusive feature of Amazon. Our analysis widens the scope of the long tail by using comprehensive data by from a unique dataset on the leader of the Spanish DVD online market.