Over-the-top platforms are increasingly being accepted by the younger generation. This study examines the different modes of watching films that have emerged due to the proliferation of over-the-top platforms, smartphones, and 5G technologies during the pandemic period in China. Using survey data, we examine the perception and behavior of 592 respondents. The top five factors in increasing over-the-top platforms to watch movies include easy access, various genres, no time to visit a cinema, pandemic, and new films. Findings also show that users tend to use smartphones to access over-the-top platforms. Bilibili, Tencent Video, and iQIYI are China's most popular over-the-top platforms among viewers. Increasing cinema ticket prices, pandemics, lack of quality content, and film stories are significant challenges for the cinema industry in the near future. These results suggest that the film industry should maintain the quality of the movies, especially those released on the cinema screen. These findings also designate significant substitution between the over-the-top platform and cinema and recommend that competition authorities widen market definitions. The cinema environment and IMAX/3D appear to have little incentive to degrade over-the-top platforms, despite over-the-top's films contributing to declining box office revenue.

The COVID-19 pandemic has reshaped film consumption patterns in China, driving a notable transition from traditional theatres to over-the-top (OTT) platforms. This study investigates the factors influencing post-pandemic cinephile preferences, particularly the interplay between OTT platforms and traditional cinema-going platforms. The surge in online streaming, boosted by pandemic-induced restrictions, has been critical with regional giants such as iQIYI restyling Chinese entertainment traditions. This research aims to uncover the determinants guiding cinephile choices by analysing demographic variables, technological advancements and consumption patterns. Through a survey in Tier II cities, data from 656 participants were analysed to determine the OTT platform and cinema usage. The findings reveal nuanced trends: females slightly favour OTT platforms, while males prefer traditional cinemas. Young adults aged 21 to 25 years are the most active users of both platforms, with education level slightly affecting usage. Smartphone usage is widespread, with 70% accessing OTT platforms via mobile. While 40% view OTT platforms as challenging traditional cinemas, 65% view OTT platforms in the future. Key factors influencing future cinema-going include OTT platform accessibility and time constraints—over 80% expressed satisfaction with their cinema experiences, with peak seasons significantly impacting ticket prices. Comedy, drama and action genres were most popular among cinemagoers, each with over 60% preference. These findings imply that the future of film consumption in China will likely be shaped by the balance and integration of OTT platforms and traditional cinema experiences.

This paper presents a comprehensive analysis of the popularity and acceptability of Indian and South Korean films among Chinese audiences, highlighting the dynamics of film globalization within Mainland China. The study aims to investigate the appeal of Indian and South Korean cinemas among Chinese moviegoers. Data were collected through a questionnaire-based survey with 1963 respondents. The findings indicate that 45% of respondents regularly watch Indian films, while 34% frequently watch South Korean films. A positive correlation was identified between increased monthly film consumption and heightened interest in non-Hollywood/non-Western movies. Respondents reported various sources for discovering new foreign films, expressing general satisfaction with the genres of South Korean and Indian cinema. Additionally, the study revealed that the thematic content and narrative structures of these films offer learning opportunities for the Chinese film industry. Notably, Indian actor Aamir Khan and South Korean director Bong Joon-ho emerged as particularly popular figures among Chinese audiences. The survey underscores those Chinese moviegoers value high-quality films, regardless of their country of origin. The findings suggest that enhancing the accessibility and promotion of Indian and South Korean films in China could further diversify Chinese film consumption and foster cross-cultural learning and appreciation.

This study empirically examines the cultural soft power effectiveness of Japanese and Korean films in China, focusing on the audience attraction mechanism from the perspective of cultural diplomacy. A mixed-method approach was adopted to conduct a cross-sectional survey of 1,942 Chinese film fans, and thematic analysis was used to deconstruct the underlying cultural dynamics. The core findings of this study mainly include three aspects: Japanese films trigger high emotional resonance with their everyday realist narratives, and their effect on enhancing cultural awareness significantly surpasses that of Korean films; emotional proximity is the core mechanism, establishing non-political connections through micro-narrative life symbols to dispel geopolitical hostility; although Korean films enjoy a proximity to Confucian culture, their credibility is undermined by excessive dramatization, and they are counterattacked by Japan’s “hyperrealistic approach” with low cultural proximity. This study verifies the paradox of East Asian cultural acceptance: in the context of historical trauma, high cultural proximity tends to activate political defense, whereas emotional proximity can penetrate this barrier. This study proposes a three-dimensional soft power transformation path, namely, using everyday realism as the emotional foundation, intergenerational tension of values to achieve traditional reinvention, and technological aesthetic immersion to construct sensory conquest.

This chapter investigates the evolving role of artificial intelligence (AI) algorithms in shaping contemporary conflict narratives across digital platforms. These algorithmic systems, foundational to the content curation strategies of platforms such as Facebook, YouTube, TikTok, and X, prioritize engagement-driven metrics that often elevate polarizing, emotionally charged, or state-aligned content while silencing dissent and marginalized perspectives. Drawing on evidence and case studies from the Russia-Ukraine war, the Israel–Palestine conflict, and the Kashmir conflict, the chapter critically examines how AI-driven amplification and suppression mechanisms affect public perception, narrative legitimacy, and geopolitical discourse. Grounded in theories of algorithmic bias, surveillance capitalism, and platform governance, it highlights the ethical and political challenges of opacity, cultural exclusion, and digital repression. It contributes to the growing scholarly discourse on digital media ethics and the algorithmic weaponization of narrative in global conflict arenas.