A Study on Visual Expression Elements and User Satisfaction in Video Streaming Services on the Web: Focusing on Video Thumbnails

With the rapid increase in the use of video services due to the development of network technology, various internet video service platforms have appeared. The consumption of these video services is expected to continue to increase. Video traffic, which accounted for 64% of Internet traffic in 2014, is expected to account for more than 81% of Internet traffic by 2022, and 86% of corporate marketers use video content in online campaigns. Users can immediately check which channel it is through the thumbnail of the video, and the click-through rate of the video changes. Therefore, thumbnails can represent images and play a role in stimulating curiosity. In this situation, this study analysed the relationship between users' attitudes and satisfaction according to the visual expression elements of video streaming service thumbnails on the web. For this purpose, a survey was conducted, with subjects in their 20s. As a result of the study, looking at the effect of visual expression elements of video thumbnails on viewing attitudes, it was found that images and typography had a significant positive (+) effect on the order of images and typography. Also, as a result of analysing the relationship between viewing attitudes and viewing satisfaction, it was found that viewing attitudes toward video had a significant positive (+) effect on viewing satisfaction. Lastly, looking at the effect of visual expression elements of YouTube thumbnails on viewer satisfaction, it was found that images and colours had a significant positive effect on the order of images and colour. It was found that the layout and typography did not have a significant effect on the satisfaction of the viewers. Through this study, we intend to present a practical and efficient application method for web content production and web marketing activities.