新冠肺炎疫情对中国电影产业和ott平台的影响

IF 1.5 3区 文学 Q2 COMMUNICATION Media International Australia Pub Date : 2023-01-03 DOI:10.1177/1329878X221145975
M. Yaqoub, Z. Jingwu, S. Ambekar
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引用次数: 3

摘要

越来越多的年轻一代接受了过度的平台。本研究考察了疫情期间,由于ott平台、智能手机和5G技术的普及,在中国出现的不同观影模式。利用调查数据,我们研究了592名受访者的感知和行为。在观看电影的ott平台上增加的五大因素是:容易访问、类型多样、没有时间去电影院、流行病、新电影。调查结果还显示,用户倾向于使用智能手机访问顶级平台。哔哩哔哩、腾讯视频和爱奇艺是中国最受观众欢迎的ott平台。在不久的将来,不断上涨的电影票价格、流行病、缺乏高质量的内容和电影故事是电影业面临的重大挑战。这些结果表明,电影行业应该保持电影的质量,特别是那些在影院屏幕上上映的电影。这些发现还指出了在ott平台和电影院之间的重大替代,并建议竞争当局扩大市场定义。影院环境和IMAX/3D似乎没有什么动力降低顶级平台,尽管顶级电影造成了票房收入的下降。
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Pandemic impacts on cinema industry and over-the-top platforms in China
Over-the-top platforms are increasingly being accepted by the younger generation. This study examines the different modes of watching films that have emerged due to the proliferation of over-the-top platforms, smartphones, and 5G technologies during the pandemic period in China. Using survey data, we examine the perception and behavior of 592 respondents. The top five factors in increasing over-the-top platforms to watch movies include easy access, various genres, no time to visit a cinema, pandemic, and new films. Findings also show that users tend to use smartphones to access over-the-top platforms. Bilibili, Tencent Video, and iQIYI are China's most popular over-the-top platforms among viewers. Increasing cinema ticket prices, pandemics, lack of quality content, and film stories are significant challenges for the cinema industry in the near future. These results suggest that the film industry should maintain the quality of the movies, especially those released on the cinema screen. These findings also designate significant substitution between the over-the-top platform and cinema and recommend that competition authorities widen market definitions. The cinema environment and IMAX/3D appear to have little incentive to degrade over-the-top platforms, despite over-the-top's films contributing to declining box office revenue.
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来源期刊
CiteScore
7.10
自引率
4.20%
发文量
66
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