Consuming live-streamed or pre-recorded gaming
video content through video sharing services such as
YouTube and Twitch has become a significant aspect
of the modern gaming and online media culture.
Although it has been argued that watching such
content may replace some first-hand gaming
activities, it has also been argued that consuming
gaming video content may further increase both
gaming activities and purchases related to gaming.
This study provides the first empirical evidence on
how the consumption of three popular types of
gaming video content (game reviews, let’s plays and
esports) affect the gameplay activity and game
related purchasing behaviour and therefore extends
our knowledge about digital consumer behaviour and
its latest forms. Results indicate that all three forms
of gaming video content have a positive association
with time spent playing games. Moreover, gaming
video consumption, especially the consumption of
review video content, is positively associated with
game purchasing behaviour.