Binge-viewing Gamers Competition Spikes As Peak Attention Nears
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The 20,000 Foot View: Binge watching is mainstream among console owners. It increased slightly during 2017 among SVOD subscribers, while the consumer average remained unchanged. As the attention economy peaks, with consumers having no additional digital time to allocate, the competition for time between the worlds of on-demand video and gaming will intensify. The effect will be twofold: increased binge watching threatens games publishers whose revenues are becoming increasingly engagement-dependent; at the same time, gaming time demands among binge watchers will threaten video services. In order to mitigate these risks, prevent unnecessary losses and find ways to make these dynamics work to their respective advantages, both industries will have to start paying far more attention to one another.
Key Findings
- In the economy, games and subscription video demand (SVOD) services are becoming competitors
- At console binge watch nearly as much video subscribers do and far than overall consumers
- Between and binge watching increased by among owners, compared to among video and 0% consumer average
- Increasing binge penetration is a threat to games publishers, but also to services
- Major SVOD could provide games (or gamified alongside shows in order to savvy switching among gamers
- Many of most engaged users are console
- Console owners often more likely to subscribe and cancel SVOD services than subscribers
Companies and brands mentioned in this report: Activision, EA, Netflix, Amazon Prime Video, Xbox Game Pass