The economic drivers of media clusters

There is no consensus in the literature about how successful media clusters can be developed. Using insights from workshops and survey data, this study develops and tests a new model that explains why media activities agglomerate at certain places. The model consists of four economic drivers: urbanization, localization, agglomeration and perception economies. The findings emphasize that a one-sizefits-all policy regarding media cluster development is best avoided, due to the high levels of heterogeneity in the conditions for success.