Exploring Audience Satisfaction toward Chinese Live Game Streaming Platform

Abstract

With the development of live game streaming platform, we analyzed audience satisfaction on live game streaming platform in China. We searched for a framework for motivations, audience activity, and audience satisfaction and examined five types of motivations(entertainment, personal integrative, social integrative, information seeking and immersion)by the lens of Uses and gratifications Theory. Through a questionnaire studying on users of “Douyu.com”(one of the most popular live game streaming platform in China), we find that higher audience activity and viewing motives of personal integrative, social integrative, information seeking and immersion lead to higher audience satisfaction. Also the research findings evidenced that people with viewing motives of personal integrative, social integrative, and immersion are more easily to have audience activity such as real-time communications. Especially, we focused on real-time communications of audience activity, the results showed that real-time interaction is an important factor that influences audience satisfaction.