In this paper, we consider the problem of matching users for multimedia transmission in peer-to-peer (P2P) networks and identify strategies for fair resource division among the matched multimedia peers. We propose a framework for coalition formation, which enables users to form a group of matched peers where they can interact cooperatively and negotiate resources based on their satisfaction with the coalition, determined by explicitly considering the peer's multimedia attributes. In addition, our proposed approach goes a step further by introducing the concept of marginal contribution, which is the value improvement of the coalition induced by an incoming peer. We show that the best way for a peer to select a coalition is to choose the coalition that provides the largest division of marginal contribution given a deployed value-division scheme. Moreover, we model the utility function by explicitly considering each peer's attributes as well as the cost for uploading content. To quantify the benefit that users derive from a coalition, we define the value of a coalition based on the total utility that all peers can achieve jointly in the coalition. Based on this definition of the coalition value, we use an axiomatic bargaining solution in order to fairly negotiate the value division of the upload bandwidth given each peer's attributes.