Multi-platform Distribution of Video Content: An Analysis of Video Content Cross-posted by YouTubers on Bilibili

ZHANG, Hantian and SCHEIBE, Katrin (2023). Multi-platform Distribution of Video Content: An Analysis of Video Content Cross-posted by YouTubers on Bilibili. In: STEPHANIDES, Constantine, ANTONA, Margherita, NTOA, Stavroula and SALVENDY, Gavriel, (eds.) HCI International 2023 Posters. HCII 2023. Communications in Computer and Information Science. Communications in Computer and Information Science (1835). Cham, Springer, 149-156.

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Among YouTube content creators from the Western culture, it is becoming more and more present to upload their YouTube content on the Chinese video-sharing platform Bilibili. YouTubers may adjust their video content and uploading strategies when cross-posting to Bilibili. However, research on the cross-posting behavior of YouTube creators between YouTube and Bilibili by YouTube creators is lacking but will give insights into platform-specific practices. In this work-in-progress paper a qualitative content analysis is performed, to compare video content cross-posted from YouTube to Bilibili by the same creators, their uploading behaviors and the utilization of user interface features associated with the videos. Results show adjustments of video content, especially regarding textual elements and outro design. All in all, adjustments to content and platform-exclusive content uploaded are targeted at Chinese viewers, who represent a potentially large audience group on Bilibili with a different cultural background, extending their audience base. The present research is an initial step to form a contribution to the literature that seeks to understand the role of culture and platform affordances played in multi-platform content distribution, specifically in the Chinese-Western context.

Item Type: Book Section
Additional Information: Series ISSN: 1865-0937 25th International Conference on Human-Computer Interaction, HCII 2023, Copenhagen, Denmark, July 23–28, 2023.
Identification Number:
Page Range: 149-156
SWORD Depositor: Symplectic Elements
Depositing User: Symplectic Elements
Date Deposited: 21 Mar 2023 17:33
Last Modified: 11 Oct 2023 13:31

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