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. (http://adage.com/article/digital/korean-tv-dramas-export-gangnam-style /303601/)
2. Hallyu 2.0 relys heavily on IP rights. Since some Western countries, including Japan, have reliable legal measures, the Korean creative industries can make profits through their legal access. However, in several Asian countries for Hallyu 2.0, including China and Taiwan, there are less dependable legal systems. With the popularity of K-Pop through YouTube, the revenue from IP rights is not increasing in these area. (https://quod.lib.umich.edu/i/iij/11645653.0002.102/--hallyu-20-the-new -korean-wave-in-the-creative-industry?rgn=main;view=fulltext)
Typical Examples
2016-2017
1. Top 10 dramas from UK and US rated by Chinese viewers
Name Picture Genre Introduction Game of Game of Thrones is an American fantasy drama. It is an adaptation of A Song of Thrones Ice and Fire, George R. R. Martin's fantasy series of fantasy novels. The series is set on the fictional continents of Westeros and Essos and involves three plot lines with a large ensemble cast. Shameless It is a remake of the same-named British series. Set in Chicago, it depicts the comedy dysfunctional family of Frank Gallagher, a single father of six children.
Silk Created by Peter Moffat, the series follows the daily activities of Shoe Lane workplace Chambers and its members in their personal and professional lives.
Better Call Set in 2002, Better Call Saul follows the Saul story of a small-time lawyer James crime Morgan, six years before his appearance on Breaking Bad as Saul Goodman.
Sherlock Sherlock depicts detective Sherlock Holmes solving various mysteries in modern-day London. Holmes is assisted crime by his friend, Dr John Watson who has returned from military service in Afghanistan with the Royal Army Medical Corps. Narcos Set and filmed in Colombia, it tells the story of the notorious drug kingpin Pablo Escobar, who became a billionaire through the production and distribution crime web series of cocaine, while also focusing on Escobar's interactions with drug lords, DEA agents and various opposition entities. Black Black Mirror is a British television anthology series that features speculative Mirror fiction with dark and sometimes satirical anthology themes that examine modern society, particularly with regard to the unanticipated consequences of new technologies. Breaking Bad It tells the story of Walter White, a crime web series struggling high school chemistry teacher diagnosed with inoperable lung cancer.
House of House of Cards is the story of Frank Underwood, a Democrat from South Cards political web Carolina's 5th congressional district and House Majority Whip who initiates an series elaborate plan to get himself into a position of greater power, aided by his wife, Claire Underwood. Downton The series, set in the fictional Yorkshire country estate of Downton Abbey Abbey between 1912 and 1925, depicts the lives historical of the aristocratic Crawley family and their domestic servants in the post-Edwardian era. (Source: Chinadaily, 2016.10 http://www.chinadaily.com.cn/life/2016-10/18/content_27086769.htm)
2. Top 10 dramas from Korea
Name Picture Genre Introduction Goblin Goblin full of supernatural themes and a bromance that grows on you more and more each episode. It also has sweet love supernaturalism stories and characters that are hard not to and bromance like. Goblin snuck up on us just like the hilarious group of ghosts that sneak up on Ji Euntak.
Descendan The characters were funny, loveable, ts of the sweet, and had very few flaws, which made them such iconic characters. Song War and romance Sun Joongki and Song Hyekyo had such great chemistry that fans shipped the two as a couple in real life. Moon Lovers: Moon Lovers had a star-studded, and History and very handsome cast. From Kang HaNeul Scarlet romance to Ji Soo, the princes were real life prince Heart Ryeo material.
W – Two The main character’s entire existence was in a comic. This kind of parallel Worlds parallel universe universe was different from any of the and romance parallel universes we’ve seen in other dramas.
Cinderella Cinderella and the Four Knights also and the caught the attention of many drama lovers with its star-studded cast. romance Four However, it was the characters and the Knights story that made many viewers come back episode after episode.
Cheese in This K-drama received excellent ratings and praise for each of the characters that the Trap romance were all so different, but still really likable.
Uncontroll The relationship between the two main ably Fond characters was heart-warming until the romance very end. The relationship between NoEul’s younger brother and Haroo was also adorable.
Doctor The female lead was both strong and Crush gentle, while the male lead was silly yet Medical serious when necessary. The side characters were also just as lovable and the plot was interesting and light. Romantic Doctor Romantic Doctor Teacher Kim began in Medical and November and will be airing until Teacher romance January and it has made quite an Kim impression.
The The Legend of the Blue Sea‘s plot isn’t Legend of your typical K-drama, as the female lead supernaturalism is a mermaid who falls in love with a con the Blue and romance man. This is a couple not typically seen Sea in dramas anywhere, which helped this drama become so successful. (Source: koreaboo, 2016.12 http://www.koreaboo.com/buzz/10-of-koreas-most-popular-dramas-in-2 016/)
3. Top 9 dramas from China rated by Chinese viewers
Name Picture Genre Introduction The Starry Wu Ju Lan is a merman who only has three months left to live unless he is able to Night The Fantasy retrieve the dragon pearl that was stolen Starry Sea Romance from him 150 years ago. Determined to get it back, he travels to a small town where he meets and falls in love with Shen Luo. Eternal A romantic fantasy tale following Bai Qian a beautiful goddess who jumps to her death Love Fantasy after she is tricked into believing that Ye Romance Hua, her lover has betrayed her. Hundreds of years later, the two meet again however Bai Qian’s no longer remembers Ye Hua. The Glory An epic historical drama about a woman of Tang History who rises above the odds to earn her place Dynasty in the palace. Legend of Guo Jing and Yang Kang are the Martial arts descendants of honorable men and destined the Condor web series to become brothers yet a tragedy forces Heroes them to lead disparate lives.
Love & A young girl becomes part of a wealthy Life & Lie romance family and gets thrown in a complicated romance full lies and deception.
Magic Star Fantasy It is said that at the cusp of troubled times, magic stars will fall from the sky to allow Adventure humanity the chance to restore order.
General During a fight between Jin and Yan, Jing An Wang and his family fall to a conspiracy and I History and leaving He Xia and Bai Pin Ting to fend for romance themselves. Chu Bei Jie rescues Bai Pin Ting by chance and it ignites the beginning of a complicated romance. Pretty Li The Chinese remake of She Was Pretty tells Romantic the story of Li Hui Zhen, a kind and Hui Zhen charming young girl who befriends Bai Hao Comedy Yu, the chubby kid next door often bullied for his appearance.
Ode to Joy It is about five single, independent career Urban and 2 women who live in the Ode to Joy Romance apartment building together and try to find the balance between love and career, looking for their personal happiness. (Source: Dramapanda, 2017.02 http://www.dramapanda.com/2017/01/2017-best-chinese-period-dramas. html)
4. korean and chinese voters differing tastes shows in favorite actors, dramas, variety shows and singers (Source:ockoala, 2016.10 http://koalasplayground.com/2016/07/10/korean-and-chinese-voters-diff ering-tastes-shows-in-favorite-actors-dramas-variety-shows-and-singers/ )
2011-2014
1. The most representative drama from China, Taiwan, Korea, Japan and America
(Source: Muyngkoo, K., & Hyesun, S., & Changxue, W., & Sooyoung, Y., & Wenying, B. (2013). The Map of Drama Tastes of Korean and Chinese Television Viewers. Studies of Broadcasting Culture, 25(1), 197-233.)