The present paper provides aa vertical differentiation model in a two&sided context. In fact,
we solve the model and we cal& culate the equilibrium in terms of advertising levels,
subscription fees and qualities provision, both in duopoly & two platforms of different quality
& and in monopoly case. Furthermore, we in& vestigate how competition among platforms
and entry deterrence behavior affects the equilibrium, with particular focus on quality
provision.

We provide a two&sided model in a vertical differentiation con& text. We solve the model
and we calculate the equilibrium in terms of advertising levels, subscription fees and
qualities provi& sion, both in duopoly & two platforms of different quality & and in monopoly
case. We would like to investigate how competition among platforms and the entry
deterrence behavior might affect the equilibrium, with particular focus on quality provision.