A Study on the Correlation between Danmaku Videos and Audiences’ Repetitive Viewing Behaviours - A Case Study of Bilibili Danmaku Video Network Videos

With the rise of online video platforms, Danmaku videos have steadily gained popularity among young people. Danmaku’s instantaneous, synchronous, targeted, and cumulative features offer viewers a novel viewing experience, improve the social and interactive aspects of video views, and even impact the frequency with which users watch videos again. As a popular video website at present, Bilibili provides rich video content for audiences and supports the Danmaku function. This study targets Bilibili Danmaku videos and focuses on how Danmaku videos affect the audience’s viewing motivation and experience as the research theme. Descriptive statistics and result analysis were utilized in this study to investigate the reasons behind repeat viewing and the effect of the Danmaku on the viewing experience. Questionnaires were employed to gather viewing data from video audiences in the Bilibili life division. According to the findings of the study, Danmaku greatly improves the overall viewing experience for viewers as well as their enjoyment of the show and sense of community. The study concludes that Danmaku facilitates the audience’s behavioral decisions of repetitive viewing to a certain extent. This study provides an empirical analysis to explore the role of Danmaku in video viewing behavior and makes strategic recommendations for video platforms to improve user experience and foster community engagement.