We examine how heterogeneity in customers' multi-homing tendencies affects a platform's response to new entrants in its market. We develop a formal model to generate empirical predictions and then test them leveraging a historical setting: TV broadcast station entry into local newspaper markets...

Facebook and Google and other internet giants are multisided markets (MSM). The user-side of the market, prices are zero - "free." On the other side of the market, Facebook's and Google's revenues are derived from advertising which appears when the users click on advertisers' web sites. They can...