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I don’t have anything empirical, but I’ve come to the conclusion that this mostly depends on the replay value of said game.

YouTubers might hinder story-based games, should they do full playthroughs and so spoil their audience. I’ve seen some publishers explicitly request them to not finish any let’s play, or they set a hard line. Something like this was done by the devs of At Dead of Night.

EDIT: I don’t mean to imply story-based games have zero replayability. One could have branching paths, alternate dialogue, easter eggs, yada-yada.

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There's a YouTuber I really like (I can't remember their name rn ;-;) who plays a lot of indie games. His general rule of thumb seems to be "play the first half of the game, let viewers get a taste of what they can expect from it, but don't reveal any spoilers". Ngl, I have looked into some games he's played simply because I was engaged with the story and wanted to know more. 

I feel full play throughs should be done only for major games that are already really popular(Undertale, Skyrim, etc.) but not everyone has the chance to buy but they still wants to be a part of the phenomenon.