Games subscriptions Early market leaders and consumer profiles emerge
Get full access to this report and assets
Already a MIDiA client? Login here to view this report.
If you are interested this report, or related reports such as Game Consumer Segmentation Aficionados Drive Adoption, The Games Streaming Subscription Revolution Meet the Players and Music and Games Partnership Strategy Beyond the Comfort Zone get in touch today to enquire about a report bundle.
The 20,000 Foot View: As games subscriptions grow, understanding gamers through the lens of their subscriptions becomes crucial. Monitoring the growth of games subscription services and the behavioural makeup of segments that emerge with them is becoming increasingly important for developers and publishers alike – be it to make decisions around platform prioritisation and planning, or localising and laser-targeting marketing campaigns.
Key Insights
- Monthly games penetration is still in early at just penetration in the four English-speaking markets
- Console gamers the highest penetration rate at the English-speaking markets, compared to PC gamers and for mobile
- As games grow in penetration, new ways segment consumers emerge – through of a platform-centric and a of a brand/ecosystem-centric view
- Xbox Game and PS Now have grown in penetration to start monitoring and attitudinal patterns of users both ecosystems
- Latin music over-indexes among both Game Pass PS Now users. K-Pop leads PS Now, while EDM fandom for Game Pass users
- The horror over-indexes amongst Game Pass users, Anime fandom over-indexes most among Now users
- PS Now over-index on live video formats as news and sports
- Analysing similarities differences between users of different services unlocks opportunities for marketing as well as product and teams of publishers and developers
Companies and brands mentioned in this report: Apple, Arcade, EA Play, Luna, PlayStation Now, Stadia, Ubisoft+, Xbox Game Pass, YouTube