Influences of Chinese User-generated Data on Viewing Rate

Abstract

This study investigated the television (TV) content viewers' behavior influenced by online communication at the choice of new TV series on a Chinese terrestrial streaming platform. Our previous research has shown that the media users' communication data posted on online articles affects the media consumers' behavior to choose and view the video content. Here we studied the extended research if similar media users' behavior pattern can be found in a Chinese media environment with Korean drama at the biggest Chinese online video platform. All data were potential audiences' communication, which was generated on the online article from 8 to 13 days before the first broadcasting began. This research found that the number of user-generated favor comments on online promotion articles positively affects the first episode viewer ratings. In addition, the number of user-generated non-favor (negative) comments on online promotion articles negatively affects the first episode viewer ratings. However, the number of total comments and neutral comments were not significant. This investigation contributes to the literature on media management by exploring the media users' consuming behavior with a perspective of cultural difference between Korea and China.