Kees Smeets is a PhD Fellow at Bayes Business School, City, University of London. Before joining Bayes, he received an MSc (cum laude) in Corporate Communication from the faculty of Social and Behavioural Sciences, University of Amsterdam. Kees' PhD research focuses on the ever-growing pervasiveness of mobile technology, which has led to blurring the lines between our virtual and real worlds and selves. On platforms such as YouTube and Twitch, consumers nowadays watch others do ordinary stuff such as playing video games, eating meals, or driving a car. But why aren't they doing it themselves? And what are the effects of this so-called vicarious consumption on the observers' psyche?