The proliferation of smartphones and internet access has democratized content creation and consumption. Young people today have unprecedented access to a wide range of videos, from educational content to pure entertainment. This shift has changed the way youth engage with media, influencing their lifestyle choices, preferences, and perceptions of entertainment.
Understanding VN‑SMP provides insight into the evolving digital leisure economy in Southeast Asia, where play and self‑presentation converge. The study contributes to literature on:
| Source | Description | Quantity | |--------|-------------|----------| | YouTube Channels | Five top VN‑SMP channels (≥2 M subscribers each) | 1 500 videos (Jan 2022–Dec 2024) | | TikTok Clips | Short‑form excerpts of VN‑SMP moments | 3 200 clips | | Surveys | Online questionnaire distributed via fan groups (N = 2 374) | Demographics, viewing habits, purchase behaviour | | Interviews | Semi‑structured interviews with three creators & two community managers | 8 h of audio, transcribed |
Video content often reflects and shapes cultural trends, fashion, and lifestyle choices. For youth, these videos can serve as a form of escapism, inspiration, or even guidance. The impact on lifestyle can be profound, affecting everything from clothing styles and music preferences to attitudes towards relationships and self-expression.