Empowering Digital Audiences: A Uses and Gratifications Theory Analysis of Streaming Platform Selection Among Youth in Indonesia and China
Abstract
This study examines the motivations and behaviours of Indonesian and Chinese university students in using digital streaming platforms, applying the Uses and Gratifications (U&G) theoretical framework. Data were collected through questionnaires distributed online to 150 respondents in each country, supplemented by qualitative interviews and thematic analysis. The results reveal four dominant motivations: entertainment, escapism, social interaction, and learning. While these motivations appear in both contexts, their expression is shaped by cultural orientations and socio-technical ecosystems. Indonesian students emphasize action and drama genres that combine entertainment with moral and educational value, often extending viewing into peer discussions and cognitive learning through documentaries. Chinese students, in contrast, prefer comedy and romance as stress-relief mechanisms within a competitive academic environment, with collectivist values reinforced by platform-based interactions such as danmu (real-time comments). The findings confirm entertainment and escapism as universal gratifications, while cognitive and social motivations vary significantly across cultures. This study extends U&G theory beyond Western contexts, offering theoretical insights and practical implications for streaming service providers, policymakers, and educators. It highlights the importance of localized strategies in the global streaming industry, where content must adapt to cultural expectations and audience needs to remain relevant in the rapidly evolving digital media landscape.
Keywords: Uses and gratifications, film, streaming platforms, media consumption, digital viewing.
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