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

Author

Listed:
  • Minjeong Ham

    (Graduate School of Information, Yonsei University, Seoul 03772, Korea)

  • Sang Woo Lee

    (Graduate School of Information, Yonsei University, Seoul 03772, Korea)

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.

Suggested Citation

  • Minjeong Ham & Sang Woo Lee, 2020. "Factors Affecting the Popularity of Video Content on Live-Streaming Services: Focusing on V Live, the South Korean Live-Streaming Service," Sustainability, MDPI, vol. 12(5), pages 1-17, February.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:5:p:1784-:d:325909
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    References listed on IDEAS

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    1. Jui-Hsiang Lee & Chang-Franw Lee, 2019. "Extension of TAM by Perceived Interactivity to Understand Usage Behaviors on ACG Social Media Sites," Sustainability, MDPI, vol. 11(20), pages 1-19, October.
    2. Yulin Chen, 2019. "The Sustainable Development of Social Media Contents: An Analysis of Concrete and Abstract Information on Cultural and Creative Institutions with “Artist” and “Ordinary People” Positioning," Sustainability, MDPI, vol. 11(15), pages 1-22, July.
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    Cited by:

    1. Xiaoxiao Gong & Zuoliang Ye & Kuo Liu & Na Wu, 2020. "The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership," Sustainability, MDPI, vol. 12(6), pages 1-16, March.
    2. Xiao-Yu Xu & Wen-Bo Niu & Qing-Dan Jia & Lebogang Nthoiwa & Li-Wei Li, 2021. "Why Do Viewers Engage in Video Game Streaming? The Perspective of Cognitive Emotion Theory and the Moderation Effect of Personal Characteristics," Sustainability, MDPI, vol. 13(21), pages 1-25, October.

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