Research On The Video Content Consumption Of The Post-95 Audience

In recent years,the number of video users in China is increasing,and the trend of multi-screen video content consumption has become the mainstream.People began to enter the era of "big video" with visual communication as the main,body.At the same time,the audience ofpost-95 is gradually becoming the mainstream from non-mainstream.The growth environment of post-95 is special,and the consumption habits of video content are quite different from those of the previous groups.Their preferences for different video media and consumption tendencies to different video content affect the development of the video industry to varying degrees.In the introduction part,the paper mainly makes a theoretical summary of the relevant articles on post-95 and video content.It explains the background and significance of this study,defines the relevant concepts in the paper,and further explains the research methods.In the main part,we firstly analyze the current environment of video content consumption,and summarize the common characteristics of post-95 audiences based on questionnaire survey and data analysis,so that we can have a comprehensive understanding of post-95 audiences.Secondly,combined with questionnaires,in-depth interviews and other research methods,the video content consumption of post-95 audiences is analyzed and studied,which can be divided into three aspects:First,through questionnaires and in-depth interviews,the paper analyzes the video content consumption habits of post-95 audiences.The study find that the video consumption time of post-95 audiences showed a full-day distribution;post-95 audiences prefer the video consumption scene of "mobile phone"+"bed";prefer short videos as the content form;prefer more entertaining content;post-95 audiences are less susceptible to other people’s influence on the choice of video content,generally according to their own interest orientation;post-95 audiences prefer to use television media as an emotional need;post-95 audiences have a lower stickiness to video websites,but a higher preference to short videos and webcasting.Secondly,through the previous investigation,this paper analyzes the characteristics of video content consumption of post-95 audiences and summarizes their commonalities.The research finds that post-95 audiences tend to accept "entertained" content;post-95 audiences need to participate in the production of video content to get a sense of gain;post-95 audiences need to get spiritual satisfaction through video content;mobile video media and social media have become important channels for post-95 video content consumption etc.Thirdly,it combines Maslow’s hierarchy of demand theory,usage and satisfaction theory to analyze the motivation of video content consumption of post-95 audiences.The study find that in the process of video content consumption of post-95,there are leisure and entertainment motivation,experience participation motivation,interpersonal interaction motivation and self-realization motivation involved.In the last part of the paper,based on the previous study of the habits,characteristics and motivation of video content consumption of post-95,some countermeasures are put forward for the production and dissemination of video content.This study aims to find out the commonness of video content consumption of post-95 through a comprehensive analysis of the features of post-95 audiences,their habits,characteristics and motivations on video content consumption,so as to provide strategic reference for the production and dissemination of video content and video media and further help them seize the young audiences after 95 or even 00s.