Exploring the Uses and Gratifications Theory of Online Meditation Videos: A Qualitative Study of Audience Motivations and Perceived Outcomes

Abstract

Online meditation videos have become a widely accessible form of digital wellness media, yet limited qualitative research has examined why audiences actively choose these videos and how they experience their effects. Drawing on Uses and Gratifications (U&G) theory, this study investigates the motivations, need fulfilment, and perceived physical and psychological outcomes among Chinese viewers of online meditation content. Semi-structured interviews were conducted with eight regular users recruited from WeChat and Xiaohongshu (Rednote). Thematic analysis revealed three hierarchical levels of emotional needs: basic affective regulation (stress and anxiety relief), intermediate self-acceptance and reduced self-criticism, and higher-order meaning-seeking and creative inspiration. Participants also reported tangible physiological benefits, including improved sleep quality, reduced physical tension, and enhanced concentration. Compared with offline meditation, online videos were valued for temporal flexibility, lower cost, content diversity, and reduced social pressure. The findings largely support U&G theory assumptions of active audience agency while also highlighting the theory’s limitations regarding structural constraints and the complexity of lived needs. Implications for content creators, platform design, and the growing digital meditation market in China are discussed.