Understanding 3D Data Videos: From Screens to Virtual Reality

Data storytelling explores how to communicate data insights to the general public engagingly and effectively. It combines the power of data visualizations and storytelling techniques and is popular in various media such as newspapers, interactive websites, and videos. Recently, virtual reality has brought new opportunities to enhance data storytelling with an incomparable sense of immersion. However, there exists a limited understanding of data stories in virtual reality (VR) as they are still in the early stage. In this paper, we investigated the idea of VR data videos by drawing inspiration from popular 3D data videos and studying how to transfer them from screens to VR. We systematically analyzed 100 highly-watched 3D data videos from Youtube and Tiktok channels to derive their design space. We then conducted a user study with 12 participants to explore the effects of four design factors on user experience, including varying camera angles, showing chart overview, animation, and using anchors. Specifically, participants watched 3D data videos in desktop and VR environments. We collected and analyzed their quantitative and qualitative feedback regarding the story's understandability, memorability, engagement, and emotional effects. Results suggested that data videos in VR were significantly more appreciated than on desktops. We concluded with design implications for future applications and research on VR data videos.