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The experiences and engagement patterns of young adults who regularly view gambling livestreams: a qualitative interview study

Chelsea Hughes Orcid Logo, Jamie Torrance Orcid Logo, Simon Dymond Orcid Logo, Glen Dighton Orcid Logo

Addiction Research & Theory, Pages: 1 - 13

Swansea University Authors: Chelsea Hughes Orcid Logo, Jamie Torrance Orcid Logo, Simon Dymond Orcid Logo, Glen Dighton Orcid Logo

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DOI (Published version): 10.1080/16066359.2025.2567270

Abstract

Background: Gambling livestreams, where content creators broadcast themselves engaging with various gambling products, represent an emergent form of both digital entertainment and gambling promotion. Research has recently begun to highlight the motivations for viewership and its associations with ga...

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Published in: Addiction Research & Theory
ISSN: 1606-6359 1476-7392
Published: Informa UK Limited 2025
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URI: https://cronfa.swan.ac.uk/Record/cronfa70516
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Research has recently begun to highlight the motivations for viewership and its associations with gambling behavior/severity. However, qualitative inquiry into engagement experiences and ascribed value is needed to extend existing findings and provide deeper insights into the underlying processes that drive viewership. Method: Semi-structured interviews were conducted with 15 young adults from the UK who regularly viewed gambling livestreams. The interviews addressed experiences of gambling livestreams, motivations for viewership, structural feature engagement, and perceived impacts. Qualitative data were audio recorded, transcribed, and thematically analyzed via an interpretivist epistemology. Results: Three main themes were identified: &#x2018;Social experiences and vicarious excitement&#x2019; highlighted how viewers were drawn to gambling streamers&#x2019; personalities via parasocial relationships. Thrills were derived from streams that broadcasted high stakes gambling scenarios. &#x2018;Interactivity and building loyalty&#x2019; revealed how gamified structural characteristics transformed passive viewing into active community-based participation during livestreams. &#x2018;The urge and harm paradox&#x2019; demonstrated participants using livestreams to reduce gambling urges while simultaneously experiencing heightened urges to gamble. Increased gambling participation was reported as a result of gambling livestream viewership and streamers&#x2019; deceptive marketing tactics were recognized. Conclusions: Gambling livestreams are highly valued among those who regularly view them. They represent a complex digital phenomenon that simultaneously entertains and potentially harms audiences. These findings emphasize the need for broader regulatory frameworks and protective measures to address the emerging risks posed by digital gambling landscapes.</abstract><type>Journal Article</type><journal>Addiction Research &amp; Theory</journal><volume>0</volume><journalNumber/><paginationStart>1</paginationStart><paginationEnd>13</paginationEnd><publisher>Informa UK Limited</publisher><placeOfPublication/><isbnPrint/><isbnElectronic/><issnPrint>1606-6359</issnPrint><issnElectronic>1476-7392</issnElectronic><keywords>Gambling, livestreams, gambling advertising, gambling harm, gaming, qualitative</keywords><publishedDay>29</publishedDay><publishedMonth>9</publishedMonth><publishedYear>2025</publishedYear><publishedDate>2025-09-29</publishedDate><doi>10.1080/16066359.2025.2567270</doi><url/><notes/><college>COLLEGE NANME</college><department>Psychology School</department><CollegeCode>COLLEGE CODE</CollegeCode><DepartmentCode>PSYS</DepartmentCode><institution>Swansea University</institution><apcterm>SU Library paid the OA fee (TA Institutional Deal)</apcterm><funders>This project was funded by a seed grant from the Bristol Hub for Gambling Harms Research.</funders><projectreference/><lastEdited>2025-11-03T11:43:29.2710004</lastEdited><Created>2025-09-26T10:42:28.4366770</Created><path><level id="1">Faculty of Medicine, Health and Life Sciences</level><level id="2">School of Psychology</level></path><authors><author><firstname>Chelsea</firstname><surname>Hughes</surname><orcid>0000-0003-0268-4357</orcid><order>1</order></author><author><firstname>Jamie</firstname><surname>Torrance</surname><orcid>0000-0001-5001-4126</orcid><order>2</order></author><author><firstname>Simon</firstname><surname>Dymond</surname><orcid>0000-0003-1319-4492</orcid><order>3</order></author><author><firstname>Glen</firstname><surname>Dighton</surname><orcid>0000-0002-9283-5114</orcid><order>4</order></author></authors><documents><document><filename>70516__35462__afaa1c53268a4019879518291e41c91d.pdf</filename><originalFilename>70516.VOR.pdf</originalFilename><uploaded>2025-10-23T16:19:54.6379448</uploaded><type>Output</type><contentLength>1441934</contentLength><contentType>application/pdf</contentType><version>Version of Record</version><cronfaStatus>true</cronfaStatus><documentNotes>&#xA9; 2025 The Author(s). 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spelling 2025-11-03T11:43:29.2710004 v2 70516 2025-09-26 The experiences and engagement patterns of young adults who regularly view gambling livestreams: a qualitative interview study 69a12f67c3e76913b201a94f1bcc14b4 0000-0003-0268-4357 Chelsea Hughes Chelsea Hughes true false de868c4f56d8f5fbecbd686fdbb7b4b5 0000-0001-5001-4126 Jamie Torrance Jamie Torrance true false 8ed0024546f2588fdb0073a7d6fbc075 0000-0003-1319-4492 Simon Dymond Simon Dymond true false 2a413b069254b5edfb6509b4c3b41ad7 0000-0002-9283-5114 Glen Dighton Glen Dighton true false 2025-09-26 PSYS Background: Gambling livestreams, where content creators broadcast themselves engaging with various gambling products, represent an emergent form of both digital entertainment and gambling promotion. Research has recently begun to highlight the motivations for viewership and its associations with gambling behavior/severity. However, qualitative inquiry into engagement experiences and ascribed value is needed to extend existing findings and provide deeper insights into the underlying processes that drive viewership. Method: Semi-structured interviews were conducted with 15 young adults from the UK who regularly viewed gambling livestreams. The interviews addressed experiences of gambling livestreams, motivations for viewership, structural feature engagement, and perceived impacts. Qualitative data were audio recorded, transcribed, and thematically analyzed via an interpretivist epistemology. Results: Three main themes were identified: ‘Social experiences and vicarious excitement’ highlighted how viewers were drawn to gambling streamers’ personalities via parasocial relationships. Thrills were derived from streams that broadcasted high stakes gambling scenarios. ‘Interactivity and building loyalty’ revealed how gamified structural characteristics transformed passive viewing into active community-based participation during livestreams. ‘The urge and harm paradox’ demonstrated participants using livestreams to reduce gambling urges while simultaneously experiencing heightened urges to gamble. Increased gambling participation was reported as a result of gambling livestream viewership and streamers’ deceptive marketing tactics were recognized. Conclusions: Gambling livestreams are highly valued among those who regularly view them. They represent a complex digital phenomenon that simultaneously entertains and potentially harms audiences. These findings emphasize the need for broader regulatory frameworks and protective measures to address the emerging risks posed by digital gambling landscapes. Journal Article Addiction Research & Theory 0 1 13 Informa UK Limited 1606-6359 1476-7392 Gambling, livestreams, gambling advertising, gambling harm, gaming, qualitative 29 9 2025 2025-09-29 10.1080/16066359.2025.2567270 COLLEGE NANME Psychology School COLLEGE CODE PSYS Swansea University SU Library paid the OA fee (TA Institutional Deal) This project was funded by a seed grant from the Bristol Hub for Gambling Harms Research. 2025-11-03T11:43:29.2710004 2025-09-26T10:42:28.4366770 Faculty of Medicine, Health and Life Sciences School of Psychology Chelsea Hughes 0000-0003-0268-4357 1 Jamie Torrance 0000-0001-5001-4126 2 Simon Dymond 0000-0003-1319-4492 3 Glen Dighton 0000-0002-9283-5114 4 70516__35462__afaa1c53268a4019879518291e41c91d.pdf 70516.VOR.pdf 2025-10-23T16:19:54.6379448 Output 1441934 application/pdf Version of Record true © 2025 The Author(s). This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY). true eng http://creativecommons.org/licenses/by/4.0/
title The experiences and engagement patterns of young adults who regularly view gambling livestreams: a qualitative interview study
spellingShingle The experiences and engagement patterns of young adults who regularly view gambling livestreams: a qualitative interview study
Chelsea Hughes
Jamie Torrance
Simon Dymond
Glen Dighton
title_short The experiences and engagement patterns of young adults who regularly view gambling livestreams: a qualitative interview study
title_full The experiences and engagement patterns of young adults who regularly view gambling livestreams: a qualitative interview study
title_fullStr The experiences and engagement patterns of young adults who regularly view gambling livestreams: a qualitative interview study
title_full_unstemmed The experiences and engagement patterns of young adults who regularly view gambling livestreams: a qualitative interview study
title_sort The experiences and engagement patterns of young adults who regularly view gambling livestreams: a qualitative interview study
author_id_str_mv 69a12f67c3e76913b201a94f1bcc14b4
de868c4f56d8f5fbecbd686fdbb7b4b5
8ed0024546f2588fdb0073a7d6fbc075
2a413b069254b5edfb6509b4c3b41ad7
author_id_fullname_str_mv 69a12f67c3e76913b201a94f1bcc14b4_***_Chelsea Hughes
de868c4f56d8f5fbecbd686fdbb7b4b5_***_Jamie Torrance
8ed0024546f2588fdb0073a7d6fbc075_***_Simon Dymond
2a413b069254b5edfb6509b4c3b41ad7_***_Glen Dighton
author Chelsea Hughes
Jamie Torrance
Simon Dymond
Glen Dighton
author2 Chelsea Hughes
Jamie Torrance
Simon Dymond
Glen Dighton
format Journal article
container_title Addiction Research & Theory
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container_start_page 1
publishDate 2025
institution Swansea University
issn 1606-6359
1476-7392
doi_str_mv 10.1080/16066359.2025.2567270
publisher Informa UK Limited
college_str Faculty of Medicine, Health and Life Sciences
hierarchytype
hierarchy_top_id facultyofmedicinehealthandlifesciences
hierarchy_top_title Faculty of Medicine, Health and Life Sciences
hierarchy_parent_id facultyofmedicinehealthandlifesciences
hierarchy_parent_title Faculty of Medicine, Health and Life Sciences
department_str School of Psychology{{{_:::_}}}Faculty of Medicine, Health and Life Sciences{{{_:::_}}}School of Psychology
document_store_str 1
active_str 0
description Background: Gambling livestreams, where content creators broadcast themselves engaging with various gambling products, represent an emergent form of both digital entertainment and gambling promotion. Research has recently begun to highlight the motivations for viewership and its associations with gambling behavior/severity. However, qualitative inquiry into engagement experiences and ascribed value is needed to extend existing findings and provide deeper insights into the underlying processes that drive viewership. Method: Semi-structured interviews were conducted with 15 young adults from the UK who regularly viewed gambling livestreams. The interviews addressed experiences of gambling livestreams, motivations for viewership, structural feature engagement, and perceived impacts. Qualitative data were audio recorded, transcribed, and thematically analyzed via an interpretivist epistemology. Results: Three main themes were identified: ‘Social experiences and vicarious excitement’ highlighted how viewers were drawn to gambling streamers’ personalities via parasocial relationships. Thrills were derived from streams that broadcasted high stakes gambling scenarios. ‘Interactivity and building loyalty’ revealed how gamified structural characteristics transformed passive viewing into active community-based participation during livestreams. ‘The urge and harm paradox’ demonstrated participants using livestreams to reduce gambling urges while simultaneously experiencing heightened urges to gamble. Increased gambling participation was reported as a result of gambling livestream viewership and streamers’ deceptive marketing tactics were recognized. Conclusions: Gambling livestreams are highly valued among those who regularly view them. They represent a complex digital phenomenon that simultaneously entertains and potentially harms audiences. These findings emphasize the need for broader regulatory frameworks and protective measures to address the emerging risks posed by digital gambling landscapes.
published_date 2025-09-29T12:40:29Z
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