Profiling Esports Viewers The Synergy of Spend, Ad Receptiveness and Engagement
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 Games Video Viewing Broader Propositions Will Increase Mainstream Adoption, Binge-viewing Gamers Competition Spikes As Peak Attention Nears and MIDiA Data Spotlight: Esports Emerging Markets Driving Audience get in touch today to enquire about a report bundle.
20,000 Foot View: As live events have halted, attracting non-endemic brands to esports via digital content has moved to the forefront for esports companies. But attracting the largest brands often requires close-to-mainstream demographic reach and a similar socioeconomic make-up. Esports viewers are not quite there yet. However, they do display a set of specifically attractive characteristics such as high spending across all entertainment, significantly higher-than-average tolerance to digital advertising and an increased likelihood to follow brands online. Per head, esports viewers are arguably one of the most valuable emerging consumer segments out there. This justifies involvement in the field by large brands early, despite the current niche penetration rate.
Key Insights:
- As of of year old consumers watch monthly across the US, UK, Australia, France and Germany
- Esports viewers younger and male, with of viewers being male and less years old
- Esports viewers more likely to be high have an annual income of than per year, compared to consumer average which is
- Esports viewers some of the highest spender rates across all entertainment, in to music and video streaming who show a strong spender in their respective areas but so across other entertainment fields
- Simultaneously, esports are more tolerant to ads more likely to follow brands social media
- The majority esports viewers are concentrated within small handful of large games including Tencent, Epic Games, Activision, EA
- Rocket League the most esports-centric audience, with players viewing esports monthly
- The Call Duty gamer community has the overall esports viewers across surveyed
- Though still esports viewers are valuable across and present compelling reasons for brands to increase involvement in space
Companies and brands mentioned in this report: Activision, Apex Legends, Assassin’s Creed, EA, Epic Games, FIFA, Fortnite, League of Legends, GTA, Overwatch, Riot Games, Rocket League, Rockstar, Spotify, Valorant, YouTube