The Impact and Contributions of Online Streaming Platforms on Creative-Content Viewing Culture in Post-COVID-19 Malaysia

In Malaysia, online streaming services have become one of the most popular social media platforms. The impact and contributions of online streaming platforms to Malaysia’s post-COVID-19 creative-content viewing culture are examined in this qualitative study. This study aims to explore: (i) The impact of online streaming platforms on the creative-content viewing culture in post-COVID-19 Malaysia, and (ii) the contributions of online streaming platforms to that culture. This study aims to answer the following questions: (i) What is the impact of online streaming platforms on the creative-content viewing culture in post-COVID-19 Malaysia, and (ii) what are the contributions of online streaming platforms to that culture? The study employed purposive sampling to select ten adult participants (n=10) who are active users of online streaming platforms, specifically targeting Malaysian audiences. To capture a wide range of viewpoints, thematic analysis was used to explore the data gathered from semi-structured interviews. The results clarify several ways that online streaming services have impacted and contributed to Malaysians’ viewing habits of creative content in the wake of the pandemic. This study is expected to contribute to the expanding corpus of research on how online streaming services have changed Malaysia’s post-pandemic culture of creative content consumption.