Rebooting video fandom Games as a video streaming genre
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20,000 foot view: With gamers being mainstream, video streaming services and their content offerings can benefit by increasing focus on the preferences of gamers. Crucially, this enables subscription video on demand (SVOD) services to drive engagement, broaden reach and improve retention. While TV adaptations of games are not new, the sheer size of the gamer population among subscribers now warrants TV adaptations to remain closely tied to the original game, as illustrated by the success of The Last of Us . Simultaneously, game developers, publishers and distributors can benefit from increased brand awareness, engagement, and sales uplift, afforded by the cross promotion of the IP as a TV show. Given benefits for both the games and the streaming industry, expect this media fusion across games and video to become the new normal in TV show commissioning.
Key insights
- As of of consumers are gamers
- Gamers spend on streaming TV shows and every month, compared to hours non-gamers
- Gamers spend money on video streaming than per month on average, versus
- The average has more video subscriptions than average non-gamer meaning gamers could harder for SVOD services to
- Given the and value of gamers in service userbases, it makes increasing for video services to cater gamer preferences
- There is case for successful TV adaptations games to closely replicate the game, as illustrated by the of The Last of Us
- For games TV adaptations can rekindle interest older games as well as hype for DLCs, game seasons in-game purchases
- Coordinating episodic of TV adaptations alongside releases the game (e.g., DLC or game seasons) can turn competition video and games into synergy
- Action, horror comedy are key video genres gamers, with anime and adult being more niche, but with stronger degree of over-index
- SVOD services to understand the gamer nuances their respective audiences to action opportunity in the most effective
Companies and brands mentioned in this report: Amazon Prime Video, Apple, Apple TV+, Call of Duty, CD Projekt Red, Cyberpunk: Edgerunners, Cyberpunk Disney+, Grand Theft Auto, HBO, Microsoft, Monster Hunter, Naughty Dog, Netflix, Persona, PlayStation, PlayStation Productions, Stranger Things, The Last of Us, The Walking Dead, The Witcher, Top Gun, Twitch, Uncharted, Xbox Game Pass, YouTube Premium