基于K-means算法的互联网电视业务用户收视偏好画像研究

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中图分类号：TP391 文献标识码：A 文章编号：2096-4706（2025）09-0048-05

Abstract： With the rapid development of Internet technology and the popularity of smart set-top boxes， Internet TV has gradually become the key entrance of the living room economy， and users tend to watch specific types of programs and pay for the film and TV series preference. With the help of K-means algorithm to label clustering， this study utilizes Big Data means for user viewing data mining analysis， builds identification multidimensional data labels of user viewing behavior characteristics， and forms Internet TV user portrait of different viewing preferences. It guides operations and maintenance departments to provide differentiated services to specific groups， so as to better meet the common or personalized needs and promote the sustainable development of Internet TV business.

Keywords： Internet TV; user portrait; viewing preference; data analysis

0 引 言

得益于互联网技术的快速发展、电视终端的不断升级以及政府政策的支持，国内互联网电视业务获得了快速发展，为用户提供了丰富、多样、个性化的视听体验，已成为人们获取娱乐和信息的重要途径之一。（剩余7357字）