Determinants of Esports Highlight Viewership: The Case of League of Legends Champions Korea

Abstract

Studies on esports league demand via new media platforms are limited yet. This paper is the first to identify determinants of esports highlight viewership. Using set-level highlight view count from YouTube, we analyze various determinants to explain view counts. As a result, we found that the number of kills, playoff games, age of video clip, 2nd round games, and 3rd set is positively correlated to view counts. Outcome uncertainty and upset results do not affect view counts. We interpret the results that as highlight clips are released after the game is finished, viewers can know the results when making a decision. Or, relatively short highlight videos reduce opportunity costs for fans and fans do not care about game outcomes much.