China’s post-95 generation is more likely to buy memberships for online video platforms, according to a recent study compiled by a research platform, China Youth Daily reported.

The platform, jointly established by the Institute of Sociology under the Chinese Academy of Social Sciences (CASS) and Tencent Research Institute, aims to study the behavior, psychology, lifestyle and values of China’s post-95 generation through their actions on online video platforms, as these sites have fast become a window to see into the inner world of this age group.

The post-95 generation, compared to older generations, have a different understanding of copyright and knowledge payment, said Ren Tianfeng, deputy director of the Juvenile & Social Problem Department of the CASS Institute of Sociology. “They are more willing to pay for things they like and which are iconic to them,” Ren added.

The report also found that bullet screens, or real-time comments from viewers which fly across the screen, are indispensable for Chinese post-95ers. Some users noted that they often find the bullet screen more interesting than the video itself.

Bullet screens are a self-expression tool for this generation. Over 70 percent of all content is made up of personal comments or advice. In this regard, the report further defended this generation, saying that post-95ers are not as silly or as shallow as society thinks, with 2/3 of the real-time comments reflecting rational thinking.

Regarding currently trending videos which have been described as "tacky" or "cheesy," the report explained that such videos are actually an important link between urban and rural youngsters. The younger generation in rural areas usually make these videos, which are then watched by many people living in cities.

“These rural youngsters rebel against their surroundings and at the same time, they are compromising with reality, because they want to be a part of authentic mainstream society,” said Peng Xingyuan from the University of CASS.

Peng believes these videos help rural youngsters acquire self-identification, and also profits and fame. These videos, in turn, entertain younger generations in big cities, and offer a channel for them to understand their rural counterparts, Peng said.