Effects of parasocial affinity and gender on live streaming fans’ motivations

Gaming livestreams have seen unprecedented growth on platforms such as Twitch.tv and YouTube Live, especially since the start of the COVID-19 pandemic. This study examined fans’ motivations for watching and supporting their favorite streamers. The results of an online survey showed that the time spent watching livestreams was positively associated with the degree of parasocial affinity they feel toward that streamer. Parasocial affinity strength was, in turn, a significant predictor of the likelihood of sending virtual gifts or donations to streamers. Some gender differences in motivations also emerged. Women reported being more likely to watch a particular gaming stream because of the streamer’s characteristics rather than the game being played, while men were equally likely to watch because of the streamer or because of the game being played.