Web Video Consumption Behavior Research on a New Distribution Platform

Web video service is a growing market with huge potential, but lack of business model and consumption behavior research. In this paper, we first introduce a new web video distribution platform, E-surfing Digital Content Player (DCP) and describe its three core competences, based on a new business model - Information Mart. In order to better understand web video consumption behavior characteristics and the potential market of DCP, we perform a questionnaire research on the web video consumption behavior. Meanwhile, monthly content orders of DCP are analyzed to research current hot contents and custom preference to provide guides and suggestions for future business works of web video. After above statistics analysis and researches, marketing strategy advices are provided about DCP and are also valuable for other web video providers to refer.