Twitch is one of the fastest growing social media platforms in the world, and experts are warning that the platform could play a role in America’s obesity crisis because of its rampant promotion of unhealthy snacks and drinks.
Researchers from Penn State University found that 15 percent of regular Twitch viewers said they craved foods advertised on the platform, and eight percent actually bought the products. Industry research shows that the usual ad conversion rate is under five percent – making Twitch promotions very successful.
However, many of the products advertised are unhealthy energy drinks, snacks and candy. Energy drinks like G Fuel, Red Bull and Bang Energy have become instantly identifiable products for every Twitch viewer, promoting major streaming personalities and esports organizations.
America is suffering from an obesity epidemic and the younger generations have not been spared. The Centers for Disease Control and Prevention (CDC) reports that 40 percent of Americans are obese and more than 70 percent are overweight. About one in five minors is also obese.
A study finds that young people often crave and buy unhealthy foods advertised to them on live streaming platform Twitch (file photo).
“Endorsement deals on Twitch can be worth many millions of dollars, and younger people — always attractive to advertisers — are turning their eyes away from television to these more interactive forms of entertainment, often Twitch specifically,” said Travis Masterson, an assistant professor of Nutrition at Penn State said in a statement.
The research team, which published their findings in Public Health Nutrition last week, recruited 568 Twitch viewers via Reddit for the study. The study population consisted almost exclusively of white or Asian males. Almost all participants were under 35 years old.
They were given three different questionnaires designed to indicate how effective the twitch marketing was in getting them aware of certain brands, whether it made them crave food, and whether they would be willing to respond to that craving by one to respond purchase.
The researchers found that 15 percent of the participants experienced cravings for some of the foods advertised to them on the live-streaming platform.
More than half of those who experienced cravings responded and bought a grocery product promoted to them on Twitch.
Popular online streaming personalities like JJ “KSI” Olatunji (pictured) have partnered with companies like G Fuel to promote the energy drink products
The research team is concerned about these findings because they suggest that Twitch viewers are more likely to buy the foods advertised to them. Many of these foods are also very unhealthy.
“In academic research, we play alongside food advertisers,” said Masterson.
“Advertising is ubiquitous for a reason: it works, and companies understand how it works. People tend to understand that children are receptive to advertising messages, but we often like to think that once we grow up and start making our own decisions, adults will be immune to the power of advertising.
“But advertising hasn’t become a $100 billion industry in the US because it’s ineffective. Advertising affects us, and it is particularly effective for a subset of us.’
Energy drink manufacturers in particular have recognized the value of the market and have invested heavily in Twitch.
G Fuel is selling an energy drink featuring the names and likenesses of popular streamers Charles “Moistcr1tikal” White Jr. and Felix “Pewdiepie” Arvid Ulf Kjellberg
Red Bull has partnered with popular video game League of Legends to sell cans of the drink featuring characters from the game. The partnership was promoted on Riot Games’ official Twitch channels
G Fuel, which bills its products as “gaming and esports energy drinks,” has built an army of popular streamers to fall under its marketing umbrella, including Felix “Pewdiepie” Arvid Ulf Kjellberg, JJ “KSI” Olatunji, and Charles “Moistcr1tikal” White Jr. – with some even offering their own custom flavors for sale under their own name.
Red Bull, one of the world’s leading energy drink brands, has partnered with companies like Riot Games to sell specially branded cans featuring characters from the popular game League of Legends.
Bang Energy is a relatively new player on the market, but it has gained popularity due to its heavy reliance on influencer marketing.
Market research has also revealed that companies like McDonalds, Doritos and KFC — none of which are bastions of healthy food — have also gained popularity on the platform.
As a gamer and Twitch viewer, Masterson says he’s concerned about how these brands can market themselves so effectively on the platform.
“I am a gamer. I’m on Twitch and part of these communities,” Masterson explained.
“For example, it bothers me when I’m watching League of Legends and see a branded candy ad mid-game. It bothers me because I know these ads affect people, including me.”
The age demographic of Twitch viewers is particularly young.
A report published by Stream Scheme last year found that 41 per cent of viewers are between the ages of 16 and 24 and 32 per cent are between the ages of 25 and 34. Only 10 percent of viewers are over 45 years old.
