University of Oulu

An investigation on the consumer demand and behavior in video game live streaming

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Author: Nikkanen, Max1
Organizations: 1University of Oulu, Oulu Business School, Department of Marketing, Marketing
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.2 MB)
Pages: 79
Persistent link:
Language: English
Published: Oulu : M. Nikkanen, 2022
Publish Date: 2022-06-14
Thesis type: Master's thesis
Tutor: Tan, Teck
Reviewer: Juga, Jari
Tan, Teck


Over the past decade, consumption of video games and popularity of eSports has risen gradually over time, which has led to the emergence of many new video game live stream services and their explosive use. The rise of new media, in which user interaction and socialization play a crucial role in influencing user behavior and demand has driven many organizations to begin actively advertising their offerings through video game live streaming platforms. Therefore, the purpose of this study is to make an investigation and gain understanding of what factors affect the overall demand and behavior of the users in video game live streaming services.

First, this research approaches the topic by exploring the field of eSports from the perspective of experience economy theory to further understand from where the experience value of eSports consumers is formed. Secondly, the user demand and interaction were investigated thoroughly since they play a significant role in understanding the consumption of video game live streaming. Following this, the theoretical framework was developed by a comprehensive examination of past relevant academic articles, with the goal of presenting an accurate summary of the issues fundamental to the study.

The study provides a qualitative empirical perspective on the subject. The empirical data of the study was gathered through semi-structured interviews with the streamers and active users of video game live stream services. The data was thematically analysed in order to evaluate, recognize and identify the fundamental features and issues associated with the phenomena under consideration.

A significant portion of the insights from the theoretical framework used and conceived in this thesis were supported by the analysis of empirical data, which highlighted the importance of interaction and socializing elements in watching and consuming video game live streaming. Based on the theoretical and empirical data, a new framework was developed which in addition to factors of user demand, user interaction and platform impact now included external factors and communities which further affect the consumption and overall experience of the users in video game live streaming services. Furthermore, considerable evidence of both theoretical and managerial implications for organizations planning to market their offering in these services was emphasized.

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Copyright information: © Max Nikkanen, 2022. Except otherwise noted, the reuse of this document is authorised under a Creative Commons Attribution 4.0 International (CC-BY 4.0) licence ( This means that reuse is allowed provided appropriate credit is given and any changes are indicated. For any use or reproduction of elements that are not owned by the author(s), permission may need to be directly from the respective right holders.