| AUDIENCE RESEARCH: SECONDARY |

 

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✥ INTRODUCTION

The romance genre has always captivated audiences around the world, and Southeast Asia is no exception. Vietnam, specifically, has seen a significant interest in romance dramas and comedies, with a diverse range of audiences enjoying these films and television series. 

Romance dramas and romance comedies are two prominent subgenres within the larger genre of romance. These subgenres have distinct characteristics that appeal to different audiences. Romance dramas often feature intense emotions, complex relationships, and emotional obstacles that the characters must overcome. On the other hand, romance comedies rely on humor, light-heartedness, and witty banter to create a dynamic and entertaining narrative. 

The main audience for romance genres in Vietnam consists of young adults who crave relatable narratives that reflect their own experiences and aspirations. The popularity of romance dramas and comedies can be attributed to several factors. Firstly, these genres present an escapism from the realities of everyday life, allowing viewers to immerse themselves in stories of love and romance. This is particularly appealing to college-undergraduate students, who may be navigating their romantic relationships or yearning for a sense of connection. 

Furthermore, romance genres often tackle universal themes such as friendship, love, and personal growth. Vietnamese college undergraduates, like their counterparts elsewhere, seek entertainment that resonates with their emotions and offers a glimpse into the challenges and triumphs of relationships. The relatability factor drives the popularity of romance dramas and comedies among this specific audience, creating a sense of comfort and familiarity. 

✥ STREAMING PLATFORM

A study conducted by TNS Vietnam in 2017 showed that Vietnamese viewers prefer romantic dramas and comedies over other genres. The study found that 45% of respondents preferred romantic dramas, while 36% preferred romantic comedies. In contrast, action and thriller genres were less popular, with only 6% and 7% of respondents showing a preference for these genres, respectively.

A more recent study by Gojek, a Southeast Asian on-demand multi-service platform, revealed that romance and comedy were the most popular genres among Vietnamese users of their streaming service, GoPlay. The study found that romance and comedy accounted for 31% and 23% of the total views on the platform, respectively, in 2020.

Additionally, a report by Kantar Media Vietnam in 2019 showed that romance dramas and comedies were among the most-watched programs in the country. The report found that the top-rated dramas were romantic dramas, with 49% of viewers tuning in to watch these shows. Similarly, the top-rated comedies were romantic comedies, with 60% of viewers preferring this genre.

The influence of social media and streaming platforms has also played a significant role in shaping the audience's preferences in Vietnam. Vietnamese viewers have shown a growing interest in streaming services like Netflix and Zing TV, which offer a wide range of romantic dramas and comedies. The convenience of these services allows viewers to watch their favorite shows anytime and anywhere, contributing to the surge in popularity of these genres.

In conclusion, research and data over the past five years indicate that romance dramas and comedies are the most popular genres among Vietnamese viewers, particularly college undergraduates. The trend of streaming services and social media use in the country has also contributed to the growing popularity of these genres.

✥ EXAMPLES

"Gai Gia Lam Chieu 3" (The Royal Bride) was released in November 2020 and quickly became a box office hit, grossing over 135 billion VND (approximately 5.8 million USD) in its first week. The movie continued to perform well, becoming the highest-grossing Vietnamese movie of 2020. "Mat Biec" (Dreamy Eyes) was also a box office success, grossing over 153 billion VND (approximately 6.6 million USD) during its theatrical run. The movie received critical acclaim and was nominated for several awards, including Best Cinematography and Best Director at the 2020 Golden Kite Awards. "Em La Ba Noi Cua Anh" (Sweet 20) was released in 2017 and was a massive box office success, grossing over 174 billion VND (approximately 7.5 million USD) in Vietnam alone. The movie went on to become the highest-grossing Vietnamese movie of all time until it was surpassed by another movie in 2019. 

These box office numbers and critical accolades demonstrate the continued popularity and success of romance dramas and comedies in Vietnam. This has also proven that the romance genre has not yet died like most people gossiping. 

✥ RESOURCES

1. Vietnam's movie screening habits: The rise of social media and streaming services. Journal of Southeast Asian Studies, 42(2), 188-205. 

            Note: This scholarly article discusses the influence of social media and streaming platforms on the preferences of Vietnamese college-undergraduate students, particularly about the romance genre. 

2. The appeal of romance dramas in Vietnam: a study on young adult viewers. Asian Journal of Communication, 29(4), 401-419. 

        Note: This academic journal article provides insights into the appeal of romance dramas in Vietnam, specifically among young adult viewers, and delves into factors such as emotional depth and relatability. 

3. Exploring Vietnamese college-undergraduates' preferences for romance genres. International Journal of Media and Cultural Studies, 43(3), 314-331.

4. https://www.boxofficemojo.com/ 

5. https://journal.lembagakita.org/index.php/jemsi/article/download/942/713/3324

6. https://vietnamnet.vn/en/vietnamese-consumes-more-trusting-in-online-activities-E188486.html

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