Vol. 5 No. 1 (2022): Pakistan Journal of International Affairs


Published 2022-03-23


The cinema industry tackles domestic and global challenges due to COVID-19's post-pandemic impact. Massive digital disruptions are taking place in the way we consume video content. In 2020-2021, viewers were compelled to remain at home for their audiovisual pleasure while millions were quarantined worldwide. This study aims to assess the usage of video services among the Chinese audience. We examined the factors and reasons for watching the film patterns on video services. The distinct aim was to explore the changing habits of watching films among China's netizen audience. Self-created questionnaire was administered to collect the relevant data. An e-form was distributed via a well-known Chinese platform, the "Questionnaire Star" (similar to a Google Form). The target population included movie lovers. The statistics were done using SPSS 27 and excel software, and chi-square was used to check the significance of the results with P ≤ 0.05. The survey was completed in April 2021, in the post-pandemic period in China. Netizens frequently use video services. The majority of the respondents access these services by mobile phones; 'easy to access' and 'lack of time' are the major reasons for using the video services to watch different video contents, i.e., films, web series, and documentaries. Bilibili is the most popular video service among students. The findings do not significantly show that video services are big challenges for cinemagoing culture. The study reveals that the penetration of video services is significantly increasing among Chinese netizens but the significance of cinema and home-based entertainment will continue in the near future.