Platform Pathway Structure and Fan Engagement Strategies in E-Sports Spectatorship : Focusing on the Offline-Online Relationship

Purpose: This study examines the causal relationship between offline attendance and online streaming utilization within the e-sports spectatorship ecosystem. Specifically, it examines whether prioritizing offline event attendance reduces subsequent online streaming use and explores sequential multi-platform pathways and consumer heterogeneity. Method: Survey data from 1,693 Korean adults collected between 2023 and 2025 were analyzed using a causal forest–based quasi-experimental approach to estimate Average Treatment Effects (ATE) and Conditional Average Treatment Effects (CATE), while rigorously controlling for demographic covariates. Additionally, transition matrix analysis was conducted to examine first-to-second platform choice pathways, and multiple correspondence analysis (MCA) combined with k-means clustering was applied to identify latent consumer segments based on media consumption patterns. Results: Offline-first selection significantly reduced the probability of online streaming use (ATE = −0.292), with consistently strong negative effects observed across subgroups. Transition analysis revealed high circulation between mobile and PC platforms, whereas offline-first users dispersed across multiple online channels rather than converging on a single platform. Three distinct consumer segments were identified: PC-centered users, mobile single-platform users, and mobile-based multi-platform users. Conclusion: Offline event attendance tends to function as an independent consumption axis in e-sports spectatorship, suggesting a segmented media ecosystem and underscoring the need for integrated online-offline fan engagement strategies.