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 withInformation and Communication Technology. From the production tobroadcast to comments, audience almost get involved in the process at everystage through ICT. We did 2 quantitative research respectively in 2014 and2017 to better understand our users and find out the users preference ofinternet drama, in order to provide insights for better internet drama design.

Introduction

This research is to further study the audience’s preference of the internetdrama 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 mediachannels of drama playing. Thus to provide strategic advice to the fusion ofdrama and ICT channels. The data of this study, is collected from the reportof Entgroup and the Youku index, including the number of video playing,search volume, comments. Besides, the first hand data is collected by theauthor in 2014 and 2017 respectively, in two quantitative survey about thepreference of internet drama among East-Asian college students. Throughdata analysis, as well as domestic and international policies, markets, socialenvironment analysis, the paper gives an outlook about the developmentpath of ICT and drama future integration.

Purpose of Research

This research is aimed at the most active group of ICT, the college studentsin East-Asia area. College students is a group pursues individualization andfreedom, while traditional TV drama cannot meet their demands for itsorthodox contents, fixed broadcast time, and one-way output limitation.Under such circumstance, internet drama arose and provide a better choicefor college students due to its self-made video content, flexible time of

watching, bidirectional comment function and interactivity. This research isgoing to find out college students’ viewing habits and preference of internetdrama and give suggestions of how to make internet drama more appealingto its audience.

Research Necessity

With the popularization of mobile devices, especially smart phones, theway people watching video has changed drastically .In June 2016, thesize of Internet users in China reached 7.10 billion, the Internetpenetration rate reached 51.7%, more than the global average of 3.1percentage 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 therelevant authoritative department to fight piracy and stealing, onlinepayment, especially the popularity of mobile payment, coupled withintellectual property drama has promoted the user pay market totransform 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, videocombined with on-line mall business, bring user a one-stop shoppingexperience. In industrial layout, the upstream content productionindustry chain has extended, the IP (Intellectual Property) internet dramahas developed, and pan-entertainment industry chain of literature, games,animation has formed.(http://www.cnnic.cn/hlwfzyj/fxszl/fxswz/201601/t20160122_53269.htm)

As of December 2016, the size of China's video pay users has exceeded75 million. In 2016, the size of China's video subscribers increased by241% 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 subscribersin 2017. China video payment is at rapid growth, and can not beunderestimated 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, roughadvertising production and flooding implantation. To enhance thequality of internet drama it is necessary to condone a research to find outwhat the audience really like about a internet drama. (source: TheCurrent Situation, Problems and Suggestions of the Development ofChina 's Internet Drama, journal of fuyang vocational and technicalcollege,2015.3 ,Vol26 No.1)

Additionally,previous research about internet drama did not focus on thecollege students, and did not cover for a long period of time. Therefore,a qualitative research focus on college students and cover a time periodfrom 2014-2017 is of necessity for finding out the change and trendamong these years.

Background Research

The United States:

1. The number of US digital video viewers will increase through atleast 2021, with growth rates slowing as the sector approaches saturation.At the same time, pay TV subscriptions are continuing a long downwardtrend.(https://www.emarketer.com/Report/Q1-2017-Digital-Video-Trends-Monetization-Audience-Platforms-Content/2002

2. According to the forecast of the Statistics Portal, the number ofonline video viewers will amount to 232.1 million users in 2020, upfrom 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 to4.01 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 millionU.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 43percent in the years from 2004 to 2014. Reversely, there is an increase ininternet drama.

Change in average time spent viewing TV programs among 16- to24-year-olds in the United Kingdom (UK) in 2004 versus 2014, by genre

(https://www.statista.com/statistics/486183/change-in-average-time-spent-viewing-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 videoratings: eMarketer's forecast", 2017 Asia-Pacific network video audiencewill reach 1.1 billion people, accounting for more than half of the globalnetwork video market. However, this figure accounts for only 27.0% of theAsia-Pacific population.

China:

1. July 27, 2016, the CPC Central Committee, the State Council issuedthe "National Information Technology Exhibition Outline" to regulateand guide the next 10 years the development of national information. Itrequires large data, cloud computing broadband network to develop

collaboratively, and to enhance the application of infrastructureservices. (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, hadan increase of 65%.

Since 2016, the video company reinforced membership business.Through introduction of excellent content, only members have exclusiveview rights, members can watch ahead of time, the size of video paidmarket continue to expand, user paying habits developed gradually. It isexpected that by 2019, paid users will account for 38% of the totalviewers, user payment is becoming the second largest source of revenuefor 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 27billion yuan, an increase of 125% compared to 2015, the number ofproduction increased 42% compared to 2015.(http://www.199it.com/archives/526991.html)

4. Although the internet drama market capacity expanded, in fact thedrama type audience can choose is narrowing because the producer isflow-oriented when choose drama themes.

Japan

1. The internet users in 2017 is predicted to be 103.8 million accordingto 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 isthrough mobile devices and is growing fast. This is important as most ofthe online video consumption is taking place through these devices. Also,the average videos viewed per viewer in Japan is much higher than theglobal average, sitting at 238.5 versus 204.3, which points to theJapanese 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 togrow to USD 820 million by 2017, up from USD 290 in 2014. That’s awhopping 300 per cent, according to a report by CyberAgent, aTokyo-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 wayto transform itself into Asia's trendsetter and fuel its economy. Productplacement is huge in K-drama. Samsung phones and Hyundai cars makefrequent appearances. In 2014, a global shortage of one shade of YSLlipstick occurred when rumor spread that the actress in Korean fantasy"My Love From Another Star" wore it. The Korea Herald cited marketobservers who forecast that "Descendants of the Sun" alone will boostthe Korean economy by $261 million, partly by driving demand fortourism 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 creativeindustries can make profits through their legal access. However, inseveral Asian countries for Hallyu 2.0, including China and Taiwan,there are less dependable legal systems. With the popularity of K-Popthrough YouTube, the revenue from IP rights is not increasing in thesearea.(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

Thronesfantasy

Game of Thrones is an American fantasydrama. It is an adaptation of A Song ofIce and Fire, George R. R. Martin's

series of fantasy novels. The series is seton the fictional continents of Westerosand Essos and involves three plot lines

with a large ensemble cast.

Shameless

comedy

It is a remake of the same-named Britishseries. Set in Chicago, it depicts the

dysfunctional family of Frank Gallagher,a single father of six children.

Silk

workplace

Created by Peter Moffat, the seriesfollows the daily activities of Shoe LaneChambers and its members in theirpersonal and professional lives.

Better Call

Saulcrime

Set in 2002, Better Call Saul follows thestory of a small-time lawyer James

Morgan, six years before his appearanceon Breaking Bad as Saul Goodman.

Sherlock

crime

Sherlock depicts detective SherlockHolmes solving various mysteries in

modern-day London. Holmes is assistedby his friend, Dr John Watson who has

returned from military service inAfghanistan with the Royal Army

Medical Corps.

Narcos

crime web series

Set and filmed in Colombia, it tells thestory of the notorious drug kingpin Pablo

Escobar, who became a billionairethrough the production and distributionof cocaine, while also focusing on

Escobar's interactions with drug lords,DEA agents and various opposition

entities.

Black

Mirroranthology

Black Mirror is a British televisionanthology series that features speculativefiction with dark and sometimes satiricalthemes that examine modern society,

particularly with regard to theunanticipated consequences of new

technologies.

Breaking

Badcrime web series

It tells the story of Walter White, astruggling high school chemistry teacherdiagnosed with inoperable lung cancer.

House of

Cards political web

series

House of Cards is the story of FrankUnderwood, a Democrat from South

Carolina's 5th congressional district andHouse Majority Whip who initiates anelaborate plan to get himself into a

position of greater power, aided by hiswife, Claire Underwood.

Downton

Abbeyhistorical

The series, set in the fictional Yorkshirecountry estate of Downton Abbey

between 1912 and 1925, depicts the livesof the aristocratic Crawley family and

their domestic servants in thepost-Edwardian era.

(Source: Chinadaily, 2016.10http://www.chinadaily.com.cn/life/2016-10/18/content_27086769.htm)

2. Top 10 dramas from Korea

Name Picture Genre Introduction

Goblin

supernaturalismand bromance

Goblin full of supernatural themes and abromance that grows on you more andmore each episode. It also has sweet lovestories and characters that are hard not tolike. Goblin snuck up on us just like thehilarious group of ghosts that sneak up

on Ji Euntak.

Descendan

ts of the

Sun War and romance

The characters were funny, loveable,sweet, and had very few flaws, whichmade them such iconic characters. SongJoongki and Song Hyekyo had such greatchemistry that fans shipped the two as a

couple in real life.

Moon

Lovers:

Scarlet

Heart Ryeo

History andromance

Moon Lovers had a star-studded, andvery handsome cast. From Kang HaNeulto Ji Soo, the princes were real life prince

material.

W – Two

Worlds parallel universeand romance

The main character’s entire existencewas in a comic. This kind of paralleluniverse was different from any of theparallel universes we’ve seen in other

dramas.

Cinderella

and the

Four

Knights

romance

Cinderella and the Four Knights alsocaught the attention of many dramalovers with its star-studded cast.

However, it was the characters and thestory that made many viewers come back

episode after episode.

Cheese in

the Trap romance

This K-drama received excellent ratingsand praise for each of the characters thatwere all so different, but still really

likable.

Uncontroll

ably Fondromance

The relationship between the two maincharacters was heart-warming until thevery end. The relationship between

NoEul’s younger brother and Haroo wasalso adorable.

Doctor

CrushMedical

The female lead was both strong andgentle, while the male lead was silly yet

serious when necessary. The sidecharacters were also just as lovable and

the plot was interesting and light.

Romantic

Doctor

Teacher

Kim

Medical and

romance

Romantic Doctor Teacher Kim began inNovember and will be airing untilJanuary and it has made quite an

impression.

The

Legend of

the Blue

Sea

supernaturalism

and romance

The Legend of the Blue Sea‘s plot isn’tyour typical K-drama, as the female leadis a mermaid who falls in love with a conman. This is a couple not typically seenin dramas anywhere, which helped this

drama become so successful.

(Source: koreaboo, 2016.12http://www.koreaboo.com/buzz/10-of-koreas-most-popular-dramas-in-2016/)

3. Top 9 dramas from China rated by Chinese viewers

Name Picture Genre Introduction

The Starry

Night The

Starry SeaFantasyRomance

Wu Ju Lan is a merman who only has threemonths left to live unless he is able toretrieve the dragon pearl that was stolen

from him 150 years ago. Determined to getit back, he travels to a small town where hemeets and falls in love with Shen Luo.

Eternal

Love FantasyRomance

A romantic fantasy tale following Bai Qiana beautiful goddess who jumps to her deathafter she is tricked into believing that YeHua, her lover has betrayed her. Hundredsof years later, the two meet again howeverBai Qian’s no longer remembers Ye Hua.

The Glory

of Tang

DynastyHistory

An epic historical drama about a womanwho rises above the odds to earn her place

in the palace.

Legend of

the Condor

Heroes

Martial artsweb series

Guo Jing and Yang Kang are thedescendants of honorable men and destinedto become brothers yet a tragedy forces

them to lead disparate lives.

Love &

Life & Lie romanceA young girl becomes part of a wealthyfamily and gets thrown in a complicated

romance full lies and deception.

Magic Star Fantasy

Adventure

It is said that at the cusp of troubled times,magic stars will fall from the sky to allowhumanity the chance to restore order.

General

and I History and

romance

During a fight between Jin and Yan, Jing AnWang and his family fall to a conspiracy

leaving He Xia and Bai Pin Ting to fend forthemselves. Chu Bei Jie rescues Bai Pin

Ting by chance and it ignites the beginningof a complicated romance.

Pretty Li

Hui Zhen Romantic

Comedy

The Chinese remake of She Was Pretty tellsthe story of Li Hui Zhen, a kind and

charming young girl who befriends Bai HaoYu, the chubby kid next door often bullied

for his appearance.

Ode to Joy

2Urban and

Romance

It is about five single, independent careerwomen who live in the Ode to Joy

apartment building together and try to findthe balance between love and career,looking for their personal happiness.

(Source: Dramapanda, 2017.02http://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, 2016.10http://koalasplayground.com/2016/07/10/korean-and-chinese-voters-differing-tastes-shows-in-favorite-actors-dramas-variety-shows-and-singers/)

2011-2014

1. The most representative drama from China, Taiwan, Korea, Japan andAmerica

(Source: Muyngkoo, K., & Hyesun, S., & Changxue, W., & Sooyoung, Y., &Wenying, B. (2013). The Map of Drama Tastes of Korean and Chinese TelevisionViewers. Studies of Broadcasting Culture, 25(1), 197-233.)