Danmaku and High User Retention Rate: A Case Study on Bilibili

DOI

10.2991/978-2-494069-31-2_337How to use a DOI?

Keywords

Danmaku; User Retention Rate; Bilibili

Abstract

By overlaying comments on videos, danmaku creates a fantastic movie-watching experience for users, giving them the social feeling of watching movies together. Through case study, this paper explains how Bilibili, the largest danmaku video platform in China, achieves high user retention through a series of interaction methods based on danmaku technology. The results show that Bilibili's unique PUGC content production model enables users to form a natural interest-based clique. In addition, the fun and connectivity of the danmaku technology improves users' satisfaction with the movie-watching experience, thus enhancing their sense of belonging to the platform and improving user retention. This paper reveals the positive impact of danmaku on high customer retention and provides management insights for video platforms.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Qianxi Zhu
PY  - 2022
DA  - 2022/12/29
TI  - Danmaku and High User Retention Rate: A Case Study on Bilibili
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 2866
EP  - 2873
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_337
DO  - 10.2991/978-2-494069-31-2_337
ID  - Zhu2022
ER  -