Abstract: It is crucial for content platforms to achieve competitive advantage by building exclusivity to attract content producers to adopt platforms. However, it is still unclear about the exact dimensions of content platform exclusivity and how to build content platform exclusivity. This paper adopts the case study method, takes the resource advantage theory as the theoretical lens, selects a typical content platform Bilibili as the case sample, to identify the types of the exclusive construction of the content platform, i.e., content exclusivity, system exclusivity, and emotion exclusivity. This study also reveals the mechanism of three types of exclusivity construction by analyzing the key advantage resources and resource advantage actions of the content platform. First, content exclusivity is built by mobilizing experience resources, information resources and activity resources; second, institutional exclusivity is built by integrating proprietary knowledge resources, technical resources and stakeholder resources; third, emotional exclusivity is built by bundling identity support resources and honor reward resources. The research results contribute to the research on exclusivity theory by identifying three types of content platform exclusivity and revealing the process of exclusivity construction.

Key words: content platform, platform’s exclusivity, resource advantage