Games Video Viewing Broader Propositions Will Increase Mainstream Adoption
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The 20,000 Foot View: Games related video viewing is a relatively new but vibrant marketplace. It has multiple use cases across the gamer segments: from newbies watching walkthroughs, to hard core fans viewing an e-sports event online. Though currently still a niche activity among gamers overall, it has a mainstream penetration of among year old males. While companies like YouTube and Twitch have exploited parts of this market, current propositions arguably only appeal to a minority of the potential audience.
Key Findings
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million consumers aged and above in English speaking markets watch games related videos monthly
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of males watch games related videos monthly, compared to of year old females
- Between April September 2017, monthly games related viewing increased from to in UK, but only from to the US
- Games video is most popular among console followed by PC gamers and mobile gamers
- Games video will intensify as the gamer grows and companies like Netflix, and pay-TV providers increase their on gamers
- While games viewing is still niche within gamer community, it stacks up against other niche gamer propositions
- There are for games video to appeal the remaining share of the community, through innovative genre propositions clever implementations of the format appropriate (e.g. point of sale)
Companies mentioned: Azubu, HitBox, Hulu, League of Legends, Little Big Planet, LoLSpectator, Netflix, Sliver.tv, Smashcast, Sony, Steam, The Sims, Twitch, xBox YouTube, YouTube Gaming