Analyzing Competitive Dynamics in the Greek Television Market: An SCP Framework Application

This study examines the Greek television market from 2018 to 2023 using the Structure-Conduct-Performance (SCP) framework, applying simultaneous equations to analyze the interactions among national TV broadcasters during this period. The findings indicate that market structure, measured by audience share, is significantly influenced by lagged advertising revenue and operational expenditure. Market conduct, proxied by content production and acquisition costs, is shaped by past advertising income and audience shares but remains constrained by the sector's continued reliance on traditional broadcasting and the allocation of ownership capital to other operational areas rather than content innovation. Market performance, measured by advertising revenue, is positively correlated with audience share, investment in content, and digital visibility, yet remains constrained by persistent inefficiencies in operational spending. During the period under review, the market evolved from moderate (2018–2020) to low (2021–2023) concentration, with ownership concentration exhibiting limited influence on either conduct or performance. Despite ongoing financial challenges and continued reliance on traditional broadcasting models, the emerging link between website traffic and advertising revenue points to a gradual shift toward digitalization. As one of the first studies to apply a simultaneous-equations SCP model to the Greek television sector, this research contributes novel insights into the structural dynamics, strategic constraints, and performance outcomes shaping legacy media in an evolving digital landscape.