Factors Affecting the Popularity of Video Content on Live-Streaming Services: Focusing on V Live, the South Korean Live-Streaming Service

Abstract

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.

Immersive live streaming experience in satisfying the learners’ need for self-directed learning

“…In the world of advances in technology and the internet, live streaming has become a trend and is commonly used in a range of contexts, from social and business to the education system. Live streaming enables viewers to watch an event and communicate directly in real-time on the internet (Ham and Lee, 2020). Furthermore, live streaming shopping is taking place and viewers can interact with sellers and only need to click for purchase (Ho and Rajadurai, 2020).…”

The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership

“…To enhance this marketing effect, live platforms should focus on designing pleasant exterior clues, creating a better psychological atmosphere, and the enhancement of consumers' self-efficacy.Sustainability 2020, 12, 2406 2 of 16 real-time games, special events, and behind-the-scenes tours [4,5]. The live streamer, acting as the content creator of the streaming platform, is capable of uploading real-time video and audio (e.g., video games, talent shows, and daily life records) to satisfy the diversified needs of users [6]. In other words, flattened, equal, and real-time communication can be achieved between users and the live streamer through the live platform, as well as among users, thereby narrowing the distance between companies and individuals.The growing popularity of live platforms has also had certain effects on the existing marketing methods and user buying behavior of companies [7].…”

“…Sustainability 2020, 12, 2406 2 of 16 real-time games, special events, and behind-the-scenes tours [4,5]. The live streamer, acting as the content creator of the streaming platform, is capable of uploading real-time video and audio (e.g., video games, talent shows, and daily life records) to satisfy the diversified needs of users [6]. In other words, flattened, equal, and real-time communication can be achieved between users and the live streamer through the live platform, as well as among users, thereby narrowing the distance between companies and individuals.…”

Understanding the Mechanism of User Experience Role in Educational Livestreaming Platform

“…In the educational livestreaming platform, psychological ownership allows customers to have a higher opinion of the product before purchasing it and to consider it as their own property psychologically, so that they are not only willing to buy it themselves but also to share it with their friends and family and recommend it (Heo et al, 2020). To enhance this marketing effect, educational livestreaming platforms focus on designing pleasant external cues, creating a better psychological atmosphere, and enhancing users' self-efficacy, relying on psychological ownership to enable users' sensory upgrades and promoting better interaction and understanding between products, brands, and users, thus triggering positive attitudes toward the company or brand and positive improvements in purchase intention (Ham and Lee, 2020). This will lead to positive attitudes and positive purchase intentions toward the company or brand (Ham and Lee, 2020).…”