A Magic “Bullet”: Exploring Sport Fan Usage of On-Screen, Ephemeral Posts During Live Stream Sessions

The bullet-screen function is an augmented comment feature that has been adopted by the majority of Over-the-Top (OTT) services to foster users’ interaction and watching experience. This feature empowers sports customers to post and view numerous, short, and fast-moving comments that overlap over the screen while watching live stream sports events in real time. This research aims to investigate how sports fans embrace the bullet-screen feature while watching live stream sports. Through a combination of thematic analyzing bullet-screen comments from a National Basketball Association Finals game, and semi-structured interviews among bullet-screen users (N = 15), the results indicate that sport fans’ bullet-screen messages could be classified into five categories: critical commentary, socialization, supportive interactions, random messages, and trash talk. Four motives for sports fans to engage with bullet-screen posting were identified: entertainment, gathering information, interaction, and finding belonging. The study also showed that the inappropriateness of comments and too much overlay on the screen could prevent sports fans from utilizing the service. Theoretical and practical implications have also been discussed.