We study the relationship between market concentration and market variety, and thereby focus on two dimensions of variety, namely on internal variety and on external variety. In our setup, firms can expand their internal variety continuously around their focus point on a Salop‐circle. External variety then refers to the market supply of variety offered by all firms on the circle. We believe that this setting is particularly applicable to media. It turns out that in more concentrated markets, there is an incentive to provide more internal variety in order to compete for consumers. Then, the relationship between market concentration and external variety turns out to be ambiguous. There also exists no clear free market bias with respect to socially optimal internal and external variety.