This paper examines the viewing experience of a new social experiment that combines videos with text messaging technology called Bullet Screen. Our results show that this technology provides a more engaging viewing experience than a traditional online video. Our results also show that bullet screen can increase viewers’ attention to content. These results have important implications for social media websites, advertisers, and companies that use video ads to promote their products and services.


Djamasbi, S., Hall-Phillips, A., Liu, Z.**, Li, W.**, & Bian, J. **(2016). Social Viewing, Bullet Screen, & User Experience: A First Look. Hawaii International Conference on System Sciences, Kauai, Hawaii