The Next Best Thing: How Media Dependency and Uses and Gratifications Inform Esport Fandom During the COVID-19 Pandemic

Abstract

COVID-19 ushered new forms of media engagement when traditional sporting events and league play were suspended. Subsequently, certain sections of the audience moved online to fill their needs typically satisfied via traditional sport consumption. Esport is one such form of digital entertainment that significantly altered the ways in which sport fans can immerse themselves in related content. To examine how those audience obtained gratifications, we surveyed traditional sport fans who have either increased or initiated esports media consumption during the pandemic, doing so through the lens of media dependency theory. Results from 155 sports fans demonstrate three key findings. First, gratifications for traditional sports were significantly higher than those of esports. Secondly, ascending esports consumers maintained significantly more intense gratifications than did new users. Finally, media dependency was a significant, positive predictor of all 12 of the traditional sports motivations and 9 of the 12 esport motivations.