View, play and pay? – The relationship between consumption of gaming video content and video game playing and buying

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