Abstract: This paper focus on the strategic selection of content release models for video platforms, accounting for consumers dual heterogeneity in platform preferences and service preferences. By constructing a game-theoretic model grounded in new content development, it examines competitive platforms decision-making under both exclusive release and co-release strategies. From the dual perspectives of individual platforms and the overall ecosystem, the research thoroughly investigates optimal content release strategies while designing effective coordination mechanisms to align platform-level decisions with system-wide optimality, concurrently analyzing how strategic choices influence subscription pricing, advertising duration, and new content investment. Findings indicate that when unit licensing fees fall within a moderate range, platforms achieve consensus on optimal release strategies, whereas divergence emerges beyond this threshold; under specific conditions, appropriate profit distribution ensures alignment between platform strategies and system-wide optima. Furthermore, under exclusive release models, content-creating platforms consistently maintain higher optimal subscription prices and longer advertising durations than non-creating platforms. Conversely, co-release strategies lead to reduced platform investments in new content development, decreased total advertising duration across platforms, and convergence in subscription pricing and advertising durations among participating platforms. Finally, numerical simulations demonstrate that as the proportion of premium members, advertising fees, and consumer switching costs increase, the probability of platforms reaching strategic consensus exhibits a U-shaped trajectory—characterized by an initial decline followed by a subsequent increase.

Key words: consumer heterogeneity, platform competition, publish alone, publish jointly