Abstract
Watching online videos (including short-form videos) has become the most popular leisure activity in China. However, a few studies have reported the potential negative effects of online video watching behaviors (including the potential for ‘addiction’) among a minority of individuals. The present study investigated online video watching behaviors, motivational factors for watching online videos, and potentially addictive indicators of watching online videos. Semi-structured interviews were conducted among 20 young Chinese adults. Qualitative data were analyzed using thematic analysis. Eight themes were identified comprising: (i) content is key; (ii) types of online video watching; (iii) platform function hooks; (iv) personal interests; (v) watching becoming habitual; (vi) social interaction needs; (vii) reassurance needs; and (viii) addiction-like symptoms. Specific video content (e.g., mukbang, pornography), platform-driven continuous watching, and short-form videos were perceived by some participants as being potentially addictive. Specific features or content on Chinese online video platforms (e.g., ‘Danmu’ scrolling comments) need further investigation. Future studies should explore users’ addictive-like behaviors in relation to specific types of online video content and their social interaction on these platforms.
Highlights
Accepted: 3 July 2021The number of online video watchers in China reached 927 million by the end of 2020, an increase of 76.33 million since March 2020, and accounting for 93.7% of the total number of Chinese internet users [1]
The present study explored online video watching among Chinese young adults, using a qualitative design
In line with previous studies, in addition to information seeking and entertainment, social interaction was a key driver in online video watching
Summary
The number of online video watchers in China reached 927 million by the end of 2020, an increase of 76.33 million since March 2020, and accounting for 93.7% of the total number of Chinese internet users [1]. The number of online ‘short-form’ video watchers in China reached 873 million at the end of 2020, an increase of 100 million since March 2020, accounting for 88.3% of the total number of Chinese internet users [1]. According to a recent report, 23.9% of the new internet users in 2020 began with online video watching applications [2]. Watching online videos provides pleasure for billions of individuals worldwide, but excessive use is of potential concern. Online video platform operators use specific statistical analysis approaches and data mining techniques
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