Factors affecting audience demand for professional football game videos: an analysis of post-game highlight videos on streaming platforms

This research investigates the factors influencing the demand for streaming highlight videos of Chinese Super League (CSL) games during the 2022 and 2023 seasons on three major streaming platforms in China: Tencent Sports, CCTV Streaming, and CSL’s official Weibo account. Using three negative binomial regression models, the study reveals distinct demand patterns across platforms, indicating that demand depends on the platform delivering the videos. For instance, viewers on Tencent Sports and Weibo preferred unexpected game outcomes and games between teams with strong championship records, while CCTV Streaming viewers showed different preferences. Across all platforms, the longer availability of highlight videos increased viewership. Theoretical and practical implications are discussed, along with directions for future research.