Media engagement and gratification patterns in long and short video use among Chinese college students

Short videos and long videos have become the primary forms of media consumption among college students. However, existing research lacks an in-depth exploration of the differences between these two video formats concerning user engagement and satisfaction mechanisms. This study, based on the usage and satisfaction theory, conducts a comprehensive analysis of users' motivations, usage behavior patterns, and satisfaction in choosing short videos and long videos. Thirteen Chinese college students were selected for semi-structured interviews. The results demonstrate distinct engagement patterns among college students when using short videos and long videos. Short videos are characterized by high frequency and low depth of participation, fulfilling shallow and immediate needs. Conversely, long videos exhibit low frequency but high depth of participation, addressing deep-seated and continuous demands. Additionally, users actively switch between media forms based on usage situations and purposes to maximize satisfaction of their needs. This study compares the engagement differences between short videos and long videos among college students, revealing the complementary evolution logic of these two formats. The research findings provide empirical support and theoretical guidance for content strategy development on video platforms, optimization of user experience, and understanding of media consumption behaviors among users.