The experiences, motivations, and engagement behaviours of young adults who regularly watch gambling livestreams

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Author(s): Hughes, Chelsea ; Torrance, Jamie ; Dymond, Simon ; Dighton, Glen

Journal: Addiction Research & Theory

Year Published: 2025

Date Added: January 22, 2026

Gambling livestreams have emerged as a form of both digital entertainment and gambling promotion. The researchers interviewed 15 young adults who regularly watch gambling livestreams from the UK. The researchers identified three main themes from the interviews: (1) social experiences and vicarious excitement; (2) interactivity and building loyalty; and (3) the urge and harm paradox.

Citation: Hughes, C., Torrance, J., Dymond, S., & Dighton, G. (2025). The experiences and engagement patterns of young adults who regularly view gambling livestreams: A qualitative interview study. Addiction Research and Theory. Advance online publication. https://doi.org/10.1080/16066359.2025.2567270

Article DOI: https://doi.org/10.1080/16066359.2025.2567270

Keywords: advertising ; gambling harm ; live streaming

Topics: Gambling Exposure ; Information for Operators

Conceptual Framework Factors: Gambling Types ; Exposure - Marketing and Messaging ; Social - Social Demographics ; Types - Motivational Characteristics ; Gambling Exposure ; Social Factors

Study Design: Qualitative: Content Analysis

Geographic Coverage: United Kingdom

Study Population: Young adults between the ages of 18 and 24 who reported regularly watching gambling livestreams (at least once a week) and who had gambled in the last 12 months (n = 15).

Sampling Procedure: The researchers recruited participants from a larger quantitative study examining livestream viewership, mental health, and gambling. Participants were those who indicated a willingness to participate in the qualitative component. The researchers selected those who regularly watched gambling livestreams and had gambled in the last 12 months.

Study Funding:

This research was funded by a seed grant from the Bristol Hub for Gambling Harms Research.