Twitch, YouTube Gaming, and Facebook Gaming Live were the top video game livestreaming platforms...
Many teens are fond of playing online video games on their phones, laptops, or tablets. With the growth of live streaming platforms, a new study researchers from the University of Liverpool studied the impact of junk food advertisements through such video game live streaming platforms (VGLSPs) on teens' consumption of such foods. The study revealed that watching these unhealthy food and drink advertisements promoted adolescents (aged 12-18 years) to increase their purchase and consumption of unhealthy foods that are high in fat, salt, and/or sugar such as energy drinks.
Twitch, YouTube Gaming, and Facebook Gaming Live were the top video game live streaming platforms globally at the time of the researchers. Increasingly gaining more and more popularity, with nearly 30 billion hours of content viewed on the top three platforms in 2023.
Video game live-streaming platforms are quite popular among young people, who are moving away from television to such platforms. Food and drink brands are using these platforms to engage with teenagers and market their products.
Lead author Dr. Rebecca Evans from the University of Liverpool explains, "Endorsement deals for prominent streamers on Twitch can be worth many millions of dollars, and younger people, who are attractive to advertisers, are moving away from television to these more interactive forms of entertainment. These deals involve collaborating with brands and promoting their products, including foods that are high in fats, salt, and/or sugar."
According to Dr. Evans, "The high level of exposure to digital marketing of unhealthy food could drive excess calorie consumption and weight gain, particularly in adolescents who are more susceptible to advertising. It is important that digital food marketing restrictions encompass innovative and emerging digital media such as VGLSPs."
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