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The Preference of Internet Drama Among East-Asian College Students

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The Preference of Internet Drama Among East-Asian College Students The Preference of Internet Drama among East-Asian College Students Keywords – College Student, Contrast, Internet Drama, Preference Relevance to Design Practice – Internet drama is of tight connection with Information and Communication Technology. From the production to broadcast to comments, audience almost get involved in the process at every stage through ICT. We did 2 quantitative research respectively in 2014 and 2017 to better understand our users and find out the users preference of internet drama, in order to provide insights for better internet drama design. Introduction This research is to further study the audience’s preference of the internet drama in the background of the VR / AR and the pan-entertainment industry, to find out the content value and advertisement value lie in the new media channels of drama playing. Thus to provide strategic advice to the fusion of drama and ICT channels. The data of this study, is collected from the report of Entgroup and the Youku index, including the number of video playing, search volume, comments. Besides, the first hand data is collected by the author in 2014 and 2017 respectively, in two quantitative survey about the preference of internet drama among East-Asian college students. Through data analysis, as well as domestic and international policies, markets, social environment analysis, the paper gives an outlook about the development path of ICT and drama future integration. Purpose of Research This research is aimed at the most active group of ICT, the college students in East-Asia area. College students is a group pursues individualization and freedom, while traditional TV drama cannot meet their demands for its orthodox contents, fixed broadcast time, and one-way output limitation. Under such circumstance, internet drama arose and provide a better choice for college students due to its self-made video content, flexible time of watching, bidirectional comment function and interactivity. This research is going to find out college students’ viewing habits and preference of internet drama and give suggestions of how to make internet drama more appealing to its audience. Research Necessity With the popularization of mobile devices, especially smart phones, the way people watching video has changed drastically .In June 2016, the size of Internet users in China reached 7.10 billion, the Internet penetration rate reached 51.7%, more than the global average of 3.1 percentage points. Mobile phone users scale up to 695 million, accounting for 95.1%. (Data Sources: CNNIC (2016.12)) With the continuous growth of the network video subscriber, and the relevant authoritative department to fight piracy and stealing, online payment, especially the popularity of mobile payment, coupled with intellectual property drama has promoted the user pay market to transform from the previous quantitative stage into the qualitative stage. Hardware equipment, such as mobile phones, television, boxes and VR (virtual reality) equipment has developed greatly. In marketing, video combined with on-line mall business, bring user a one-stop shopping experience. In industrial layout, the upstream content production industry chain has extended, the IP (Intellectual Property) internet drama has developed, and pan-entertainment industry chain of literature, games, animation has formed. (http://www.cnnic.cn/hlwfzyj/fxszl/fxswz/201601/t20160122_53269.ht m) As of December 2016, the size of China's video pay users has exceeded 75 million. In 2016, the size of China's video subscribers increased by 241% than last year, 9 times the growth rate compared to the US market, and it is expected that China will pay more than 100 million subscribers in 2017. China video payment is at rapid growth, and can not be underestimated in the global video pay market. (data source: entgroup, 2017.1, http://business.sohu.com/20170117/n478932516.shtml) Among network video, internet drama became the main force, accounting for 47% of total video payment market. (data source: entgroup, 2017.1) However, internet drama has deficiency such as serious homogenization, lack of originality,contains vulgar values, of monotonous theme, rough advertising production and flooding implantation. To enhance the quality of internet drama it is necessary to condone a research to find out what the audience really like about a internet drama. (source: The Current Situation, Problems and Suggestions of the Development of China 's Internet Drama, journal of fuyang vocational and technical college,2015.3 ,Vol26 No.1) Additionally,previous research about internet drama did not focus on the college students, and did not cover for a long period of time. Therefore, a qualitative research focus on college students and cover a time period from 2014-2017 is of necessity for finding out the change and trend among these years. Background Research The United States: 1. The number of US digital video viewers will increase through at least 2021, with growth rates slowing as the sector approaches saturation. At the same time, pay TV subscriptions are continuing a long downward trend.(https://www.emarketer.com/Report/Q1-2017-Digital-Video-Tren ds-Monetization-Audience-Platforms-Content/2002 2. According to the forecast of the Statistics Portal, the number of online video viewers will amount to 232.1 million users in 2020, up from 213.2 million in 2013. Number of digital video users in the United States from 2012 to 2020 (https://www.statista.com/statistics/271611/digital-video-viewers-in-the- united-states/) 3. In 2017, the U.S. mobile video revenue is projected to amount to 4.01 billion U.S. dollars, up from 735 million U.S. dollars in 2011. Mobile video revenue in the United States from 2011 to 2017 (in million U.S. dollars) (https://www.statista.com/statistics/282731/mobile-video-revenue-in-the -united-states/) The United Kingdom 1. The share of time spent watching UK drama programs fell by 43 percent in the years from 2004 to 2014. Reversely, there is an increase in internet drama. Change in average time spent viewing TV programs among 16- to 24-year-olds in the United Kingdom (UK) in 2004 versus 2014, by genre (https://www.statista.com/statistics/486183/change-in-average-time-spent-vi ewing-tv-programs-among-young-people-by-genre-uk/) 2 Mobile device is the most popular device among UK household. Average household spend on communications services Source: Ofcom / operators/ ONS (ofcom communication market report 2016, https://www.ofcom.org.uk/__data/assets/pdf_file/0024/26826/cmr_uk_2016. pdf) Neighboring country: According to eMarketer's new report "2016 to 2026 global network video ratings: eMarketer's forecast", 2017 Asia-Pacific network video audience will reach 1.1 billion people, accounting for more than half of the global network video market. However, this figure accounts for only 27.0% of the Asia-Pacific population. China: 1. July 27, 2016, the CPC Central Committee, the State Council issued the "National Information Technology Exhibition Outline" to regulate and guide the next 10 years the development of national information. It requires large data, cloud computing broadband network to develop collaboratively, and to enhance the application of infrastructure services. (http://news.xinhuanet.com/info/2016-07/28/c_135546104.htm ) 2. In 2016, China's online video market size was 60.9 billion yuan, had an increase of 65%. Since 2016, the video company reinforced membership business. Through introduction of excellent content, only members have exclusive view rights, members can watch ahead of time, the size of video paid market continue to expand, user paying habits developed gradually. It is expected that by 2019, paid users will account for 38% of the total viewers, user payment is becoming the second largest source of revenue for the video industry. (iResearch Inc. 2017.2, http://www.199it.com/archives/572488.html) 3. According to "2016 self-made internet drama industry white paper", in 2016 the total investment of self-made internet drama is about 27 billion yuan, an increase of 125% compared to 2015, the number of production increased 42% compared to 2015. (http://www.199it.com/archives/526991.html) 4. Although the internet drama market capacity expanded, in fact the drama type audience can choose is narrowing because the producer is flow-oriented when choose drama themes. Japan 1. The internet users in 2017 is predicted to be 103.8 million according to Statista. Number of internet users in Japan from 2015 to 2021 (in millions) (https://www.statista.com/statistics/266376/internet-users-japan/) 2. According to comScore, 30.5 per cent of all Internet traffic in Japan is through mobile devices and is growing fast. This is important as most of the online video consumption is taking place through these devices. Also, the average videos viewed per viewer in Japan is much higher than the global average, sitting at 238.5 versus 204.3, which points to the Japanese appetite for watching videos. (http://www.digitalmarket.asia/2015/12/mavericksindigital-online-video -the-next-boom-for-japan/) 3. In terms of potential, the market for online video advertising is slated to grow to USD 820 million by 2017, up from USD 290 in 2014. That’s a whopping 300 per cent, according to a report by CyberAgent, a Tokyo-based internet conglomerate. (http://www.digitalmarket.asia/2015/12/mavericksindigital-online-video -the-next-boom-for-japan/) Korea 1. South Korea's government long ago embraced pop culture as a way to transform itself into Asia's trendsetter and fuel its economy. Product placement is huge in K-drama. Samsung phones and Hyundai cars make frequent appearances. In 2014, a global shortage of one shade of YSL lipstick occurred when rumor spread that the actress in Korean fantasy "My Love From Another Star" wore it. The Korea Herald cited market observers who forecast that "Descendants of the Sun" alone will boost the Korean economy by $261 million, partly by driving demand for tourism and products.
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