Research On Live Video Streaming Users' Uses And Gratification

Live video streaming is an advanced application of streaming media technology,a highly interactive video entertainment medium. The convenience and the practicability of the live video streaming attracts lots of users. The rapid growth of Internet traffic makes it become the focus of the internet giants. In order to make the live streaming applications have a strong competition advantage for a long time,it is urgent to meet the needs of the great users.This article is intended to analyze the uses and the satisfaction of the users of live video streaming. Firstly, according to the classification, main features, current development status and some typical live streaming applications, we will have a further understanding for such applications. Then investigate 262 users who use live streaming apps with the internet questionnaires. With the "Uses and Satisfaction" theory, from the users characteristics, media usage, media tendency and the motivation, we analyze the samples. At last, through the data analysis to find out the satisfaction of the users who are using those apps, according to the result, we can have a understanding of the development trend of the live streaming applications.Author finds that people tend to fulfill their five main demands by watching live streaming, the demand of pleasure, the demand of obtaining information, the demand of curiosity, the demand of meeting the sense of belonging and the social interaction. Those apps must to meet the needs of the users to some extent: recreational contents and interact in danmaku meet the need of pleasure, the information of magnanimity meets the need of obtaining information ;the sense of ritual meets the users' curiosity; audience segments help users find their belongings and timely interaction meets the need of social interaction.These paper focuses on the analysis of the data from questionnaires, the users are the key to live streaming research. The platform of live streaming always focus on the needs and satisfactions of the users ,by meeting the needs of the users to get as much as people and develop the market potential users to gain both social and economic benefits.