Understanding Audience Reception of Chinese Internet “Cool Dramas”

Abstract

This study investigates the demographic characteristics, preferences, and viewing behaviours of audiences for “cool dramas” through a survey of 161 respondents. Cool dramas, though lacking a specific definition, are generally recognized as dramas that trigger viewers’ pleasure points, evoke a sense of exhilaration, and provide a strong sense of immersion and enjoyment. Findings show that female viewers, especially those aged 18-29, dominate, mainly comprising students and IT professionals. Most respondents (74.19%) have been watching cool dramas for over two years, primarily on platforms like Tencent Video, iQIYI, and TikTok. The most popular genres include suspense, comedy, and revenge stories, with viewers’ primary motivations being relaxation, novelty, and entertainment. However, concerns have been raised about the negative impacts of cool dramas, including excessive reliance on virtual fantasies, decreased independent thinking ability, and distorted values. Despite issues like excessive advertising, neglect of logic, and content homogenization, 66.13% of respondents plan to maintain their viewing frequency. This study emphasizes that investors and creators need to address these issues by investing in more diversified and high-quality content, reducing advertisements, and promoting educational and socially responsible themes in cool dramas.