“Danmu” preference, problematic online video watching, loneliness and personality: An eye-tracking study and survey study

‘Danmu’ (i.e., comments that scroll across online videos), has become popular on several Asian online video platforms. Two studies were conducted to investigate the relationships between Danmu preference, problematic online video watching, loneliness and personality. Study 1 collected self-report data on the study variables from 316 participants. Study 2 collected eye-tracking data of Danmu fixation (duration, count, and the percentages) from 87 participants who watched videos. Results show that fixation on Danmu was significantly correlated with problematic online video watching, loneliness, and neuroticism. Self-reported Danmu preference was positively associated with extraversion, openness, problematic online video watching, and loneliness. The studies indicate the potential negative effects of Danmu preference (e.g., problematic watching and loneliness) during online video watching. The study is one of the first empirical investigations of Danmu and problematic online video watching using eye-tracking software. Online video platforms could consider adding more responsible use messaging relating to Danmu in videos. Such messages may help users to develop healthier online video watching habits.