Why do women watch esports? A social role perspective on spectating motives and points of attachment

Guided by social role theory and the extant literature, the purpose of this investigation was to examine the gender differences in esports spectating motives and points of attachment. A questionnaire was developed to survey fans (N = 479) of the Houston Outlaws, a professional team in the Overwatch League. Findings indicate gender differences across five motivational factors: women seem to be more motivated to watch Overwatch for social opportunities, interest in player, and (player) physical attractiveness; men appear to be more motivated to watch for enjoyment of aggression and entertainment value. Our results also suggest how perceived social roles may influence gender differences in attachment to the athlete and its relationship with spectating motives. Theoretical, managerial, and social implications, as well as future research recommendations, are discussed.

Automated summary

This study investigated gender differences in esports spectating motives and points of attachment, finding that women are more motivated by social opportunities and player attractiveness while men are more motivated by aggression and entertainment value. The results also suggest that perceived social roles may influence gender differences in attachment to the athlete and its relationship with spectating motives.