Millions of people watch social media stars consume enormous amounts of food online, but new research suggests these viral eating videos could be contributing to how viewers think about their bodies and their relationship with food.
A study of 446 young adults from Australia and China found that people who often watched eating videos are more likely to experience body image concerns, strong food cravings and symptoms linked to disordered eating. People who reported compulsive or addictive viewing habits also reported high levels of these concerns.
Flinders University PhD Candidate Phoebe Wu says eating videos have become a major feature of social media, attracting millions of views worldwide, yet their potential impact on viewers is just beginning to be understood.
"Many eating videos feature people consuming large amounts of food while maintaining a thin appearance," says Ms Wu from Flinders University's College of Health and Enablement.
"Our findings suggest that frequent exposure to this type of content may be linked to concerns about appearance, food cravings and unhealthy eating behaviours."
The study builds on previous research which found eating videos often send mixed messages by combining unrealistic body ideals with overeating. The latest findings suggest these messages may contribute to how viewers feel about their own bodies and eating behaviours.
Researchers found that people comparing themselves to those featured in the videos appears to be a key factor. People who frequently watched eating videos were more likely to compare their appearance with the hosts they saw on screen, which is linked to greater body image and eating concerns. Viewers were also more likely to adopt unrealistic ideas about how their bodies should look.
Senior author and body image expert Professor Ivanka Prichard says social media users are often unaware of how repeated exposure to particular content can shape perceptions.
"Many of these videos present unrealistic combinations of eating behaviours and appearance," says Professor Prichard.
"When viewers repeatedly compare themselves to the people they see online, it can influence how they feel about their own bodies and their relationship with food."
The cross-cultural study also revealed notable differences between Australian and Chinese participants. Chinese participants reported they watched and interacted with eating videos more frequently, while Australian participants reported higher levels of body image and eating concerns overall. The links between watching certain eating videos and negative outcomes were also stronger for Australians.
"The findings highlight the need for greater awareness around the content people consume online," says Ms Wu.
"Eating videos may seem like harmless entertainment, but for some people they could contribute to unhealthy thoughts about food, eating and appearance.
"Understanding how this content relates to viewers' body image and eating behaviour is an important step towards helping people engage with social media in healthier ways."
