Original web dramas and Chinese subscription video-on-demand services: patterns and benefits

Zeng, Jing (2024) Original web dramas and Chinese subscription video-on-demand services: patterns and benefits. PhD thesis, University of Glasgow.

Abstract

Subscription video-on-demand (SVOD) services not only serve as new distribution channels for television content but also transform industry practices and protocols. This study focuses on three leading services in China – IQIYI, Youku, and Tencent Video –to understand how they established themselves and how they are reshaping the existing drama industry. The study proposes three main research questions that explore the reasons why Chinese SVOD services invest in original drama production, how these investments impact the production and distribution of dramas, and what strategic implications arise from these changes. The study spans the fields of TV studies, strategic management, production, and distribution. It seeks to enhance understanding of industrial practices in the Chinese SVOD industry and builds upon existing theories, which have primarily focused on US-based SVOD services.

The study involved semi-structured in-depth interviews with 24 practitioners and utilised document analysis for triangulation. It reveals that Chinese SVOD services primarily invest in original drama productions to enhance cost efficiency, secure market power and resources, and build brands and ecosystems. In terms of content production, audience fragmentation, datafication, and regulation are highlighted as major factors influencing creative decisions. Chapter 6 shows that Chinese SVOD services prioritise ‘time delay’ as the core strategy to maximise income from advertisers and subscribers and develop more flexible scheduling strategies than those used in television. The 'online-first' strategy dominates domestically, with overseas distribution increasingly synchronised with domestic releases. Chapter 7 argues that Chinese SVOD services complement traditional television rather than replace it. The study also considers how these services promote the 'industrialisation' of drama production, outlines the ‘logics’ of their advertiser-supported model, confirms the of platformisation on content production, and examines potential power asymmetry issues.

• Item Type: Thesis (PhD)
• Qualification Level: Doctoral
• Subjects: P Language and Literature > PN Literature (General) > PN1990 Broadcasting
• Colleges/Schools: College of Arts & Humanities > School of Culture and Creative Arts
• Supervisor's Name: Doyle, Professor Gillian and Whitaker, Dr. Lynn
• Date of Award: 2024
• Depositing User: Theses Team
• Unique ID: glathesis:2024-84560
• Copyright: Copyright of this thesis is held by the author.
• Date Deposited: 17 Sep 2024 08:57
• Last Modified: 17 Sep 2024 10:24
• Thesis DOI: 10.5525/gla.thesis.84560
• URI: https://theses.gla.ac.uk/id/eprint/84560