Research has unveiled the profound influence of viral eating videos on social media platforms, reshaping how audiences perceive eating habits and body standards. A comprehensive study conducted by researchers at Flinders University in Australia examined the impact of food-related content across major video-sharing platforms like YouTube, TikTok, and Bilibili. The analysis revealed that these videos predominantly feature young adults engaging in excessive eating behaviors, often with a focus on slim hosts, raising concerns about their effects on viewers' perceptions.

The study highlighted distinct characteristics across different platforms. For instance, Bilibili tended to emphasize spicy or unconventional foods as a strategy to captivate audiences through shock value or entertainment. Meanwhile, YouTube frequently showcased calorie-dense meals, sometimes exceeding 10,000 calories, emphasizing extreme consumption patterns. TikTok, known for its short-form content, featured younger presenters who often wore revealing clothing, potentially influencing body image perceptions among its youthful audience. These variations underscore the diverse ways in which cultural and platform-specific factors shape content creation and viewer engagement.

The implications of this research extend beyond mere entertainment, encouraging a more mindful approach to consuming such content. As these videos gain popularity, they risk normalizing unhealthy eating habits and promoting unrealistic body ideals, particularly affecting impressionable younger viewers. By fostering awareness and promoting balanced portrayals, there is an opportunity to shift the narrative towards healthier lifestyles and positive body image. This study calls for further exploration into the long-term impacts of such media on global audiences, advocating for responsible content creation that aligns with societal well-being.