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With the expansion of the esports industry, there is a growing body of literature examining the motivations and behaviors of consumers and participants. The current study advances this line of research by considering esports consumption through an economic framework, which has been underutilized in this context. Specifically, the “attention economy” is introduced as a theoretical approach—which operates with the understanding that due to increased connectivity and availability of information, it is the attention of consumers that becomes a scarce resource for which organizations must compete. Using data from the Twitch streaming platform, the results of econometric analysis further highlight the importance of structural factors in drawing attention from online viewers. As such, this research advances the theoretical and empirical understanding of online viewership behaviors, while also providing important ramifications for both esports and traditional sport organizations attempting to capture the attention of users in the digital realm.

In this article, we identify various points of ontological, epistemological, and methodological intersection from which an embodied, generative Physical Cultural Studies project can emerge. We follow scholars such as Ingham (1997) and Andrews (2008) in arguing that contemporary “body work” scholars might benefit from “framing” (Butler 2009) embodiment and corporeality within the general coordinates of 1) cultural studies’ politics of articulation (as theory and method) and radical-contextualism and 2) the cultural exigencies of the body (i.e., cultural physicalities)—and in the “messy” practices of reflexivity, empirical vulnerability, and writing (as representation and performance) such embodied research as/in practice demands.