1、中文 5900 字， 3200 单词， 1.8 万英文字符 出处： Drexel University： 44-56 A Competitive Analysis of Original Content on Chinese Video Streaming Websites Aoran Yang Abstract In the first 15 years of the 21st century, the Chinese video industry continued growing and evolving at a rapid pace. With the changes in the
2、video streaming market, producing original c onte nt became a hot topic within major video streaming we bsites. This study provided a competitive analysis of Chinese video streaming we bsites. The research applied a comparison study to understand the differences of original content on Chinese video
3、streaming websites. A survey about the online audiences using habits, attitudes toward original contents and ads on video streaming websites was conducted. SWOT analyses in this research also provided an overall understanding of the competitiveness of major video streaming websites. Facing diverse i
4、nternal and external challenges, the original content on major video platforms had to overcome serious weaknesses such as a lack of creativity, an unstable user experie nce, and a short life cycle. Therefore, increasing audience loyalty is a critical goal. The main recommendations would be to improv
5、e the quality of original conte nt and branding whic h are the most important aspects for the future development of Chinese video streaming websites. CHAPTER 2: LITERATURE REVIEW The Reasons For Producing Original Content From 2010 to 2015, increasing copyright costs, serious content homogenization,
6、 and growing viewer demands created more stresses for video streaming websites. In addition to new media polic y s upport and more funding, it was feasible for video streaming websites to produce original content (Xiong, 2013). In China, the primary costs for video streaming websites include bandwidth, copyright, and salary. In the early stages of development, bandwidth cost was the largest cost contributor. Prior to 2009, Chinese video streaming websites had to spend up to 120 million yua
