A study conducted by Seoul National University found that within a two-year time frame (April 2017 to April 2019) the term "mukbang" was used in over 100,000 videos from YouTube. It reported that alleviating the feelings of loneliness associated with eating alone may be the primary reason for mukbang's popularity. In a pilot study from February 2022 on mukbang watching and mental health, psychologists lay the foundation for future investigation into the potential detriments of using mukbang, or virtual eating, as a substitute for social experiences. Another reason for mukbang viewing could be its potential sexual appeal. Researchers have argued that mukbangs can be viewed to satisfy eating-related fetishes, and have commented on the sexualized gaze brought about by watching hosts in such a private and intimate state. Mukbang has also been described as a multi-sensory experience and compared to a similar carnal video type, pornography. It has been proposed that strict regulation on pornography and sexual material in Korea could be a contributing factor to the popularity of mukbang. Researchers liken the reduced satisfaction of eating from fervid viewership of mukbang to the diminished satisfaction of sex from overconsumption of pornography. Other studies argue that individuals who watch mukbang do so for entertainment, as an escape from reality, or to get satisfaction from the ASMR aspects of mukbang such as the eating sounds and sensations.Adema, Pauline. "Vicarious consumption: Food, television and the ambiguity of modernity." The Journal of American Culture 23.3 (2000): 113.
