As digital platforms increasingly mediate youth social interactions, it is essential to understand the psychological implications of platform-specific communication features. This study investigates Danmaku (bullet screen comments), a unique social viewing feature that enables real-time audience comments to overlay directly on video content. Utilizing a nationally representative two-wave panel survey of college students (Wave1 = 1000, Wave2 = 628), this study employs Cross-lagged structural equation modeling (CL-SEM) to elucidate the psychological mechanisms linking Danmaku usage to psychological well-being. The analysis identifies a sequential mediation process in which Danmaku use facilitates emotional expression, subsequently enhancing perceived social support, and ultimately promoting psychological well-being. Furthermore, in a separate moderation analysis, perceived social presence significantly moderates the relationship between Danmaku use and social anxiety, as higher perceived social presence amplifies Danmaku’s effectiveness in reducing social anxiety. These findings contribute to theoretical understandings of social viewing technologies, highlighting that online co-viewing experiences fostering emotional expression can enhance psychological well-being in digital social environments.
Jiang et al. (2026) studied this question.