从院线到流媒体:消费者的观影偏好与长尾效应分析  

From Cinema to Streaming:Analysis of Consumer Viewing Preference and the Long Tail Effect

作　　者：金悦 刘司舵 JIN Yue;LIU Siduo(School of Information Technology&Management,University of International Business and Economics,Beijing 100029,China)

机构地区：[1]对外经济贸易大学信息学院,北京100029

出　　处：《信息系统学报》2025年第1期89-104,共16页China Journal of Information Systems

基　　金：国家自然科学基金青年科学基金项目“社会化内容分享平台中用户生成内容的质量提升策略研究”(编号:72302049)。

摘　　要：近年来,越来越多的消费者开始在流媒体平台中观看电影作品,并形成了线上观影习惯。对此,电影制作商、流媒体平台管理者亟须理解电影市场在线下、线上渠道中的差异,以保证电影行业的成功转型。本文以我国2122部院线电影为样本,分析流媒体平台相较于线下影院中的消费者偏好变化以及电影市场份额分布的差异。研究结果表明:相对于线下影院,流媒体平台上风格轻快的电影会获得更多观看,而演员和导演号召力的作用下降;此外,流媒体平台上的电影份额分布呈现出更明显的长尾现象。本文可以补充已有电影相关研究较少关注流媒体平台的不足,并证实长尾理论对数字内容产品的适用性。同时,研究结论也可以为流媒体平台完善电影引进制度以及电影制作方选择发行渠道提供理论支持。More and more consumers have begun and got used to watching movies on streaming platforms.As a result,it is urgent for movie producers and streaming platform managers to figure out the differences in consumers'movie preferences between offline and online viewing channels,so as to ensure the successful transformation of the movie industry.Using a sample of 2,122 cinema movies in China from 2011 to 2020,this study analyzes the changes in consumer viewing preferences of streaming platforms compared to offline cinemas,and explores the difference in the distribution of movie market share between the two channels.The empirical results show that:Compared with offline cinemas,the appeal of actors and directors will be weakened,and relaxing movies will get more market share on streaming platforms.In addition,the distribution of movie market share on streaming platforms shows a more significant long tail phenomenon than that in offline cinemas.This study can contribute to the under-explored area of streaming platforms in existing film-related research and confirm the applicability of the long tail theory in digital content products.The insights offered by this study can inform the strategic development of film acquisition policies by streaming platforms and guide film producers in selecting optimal distribution channels.

关 键 词：流媒体平台 发行渠道 电影观看量 长尾效应 

分 类 号：C931.6[经济管理—管理学]