Naver V Live, a South Korean live-streaming service, showcases video contents specific to the entertainment industry, such as K-pop and music. On V Live, K-pop stars and their fans can interact directly in a natural way, and V Live provides high-quality video content with novel topics. This study has identified key characteristics of video content that affect its popularity. A total of 620 video contents of five leading Star channels were classified on the basis of production company, type of video content, and whether it was live-streamed or not. The popularity of video content was measured by the number of comments, hearts, and views. To control potential bias, additional variables were set as control variables—such as the number of channel subscribers, mini-album sales, if the video content was previewed, and cumulative number of days since the video content was uploaded. For analysis, a hierarchical linear regression was conducted. The findings suggest future directions in video content planning.

V Live is a live-streaming service made by South Korean IT company in August 2015. The service provides diverse video contents specific to entertainment content. Most of V Live users are K-pop fans, and they actively express emotions on V Live content by writing comments, pressing “hearts”, and sharing video content. Based on Uses and Gratifications theory, this study investigated why people use live streaming service, and the factors influencing users’ viewing behavior in live streaming. We conducted an in-depth interview with V Live users. Based on the results of the interview, an online survey was conducted. As a result, six factors—“Interpersonal relationship motivation”, “Social presence motivation”, “Celebrity support motivation”, “Celebrity presence motivation”, “Social interaction motivation”, and “Differentiation motivation”—were derived as motivations to use V Live. While “Social presence motivation” and “Differentiation motivation” among V Live use motivations that have been shown to mediate the relationship between fans’ fanship and V Live viewing time, all motivations using V Live have been shown to mediate the relationship between fans’ fanship and V Live viewing participation.

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As TV viewing on mobile devices increases, Korean broadcasters provide video clips that are made by re-editing the length or format of existing broadcast content. Traditional broadcasters and cable networks provide the edited video clips of their full live programs for free. The number of video clips for each live program is different, but generally 5 to 10 video clips for each live program are provided via online or mobile. understand the behavior of video clip consumers. This study is to understand the behavior of video clip consumers. We tried to examine how video clip consumers use video clip services according to their preferences and viewing habits. This study also aims to investigate the reason why Korean people watch short clips of television content. This study investigated the relationship between video clip use motives and actual usage of video clips. To analyze additional promotional effect of video clips, this study explore what motives are related to the intention to watch the live programs and to purchase VOD.