Gamers spend more time on social video than games

Game publishers have long used third-party video platforms such as Twitch and YouTube as springboards for game promotion.

In return, Twitch and YouTube receive ad- and creator-driven revenues (like donations). The relationship has mostly been beneficial for both parties and influencers.

On average, gamers spend 8.5 hours a week watching videos on platforms like Twitch and YouTube – over an hour more than on games. These two entertainment segments are in direct competition. After all, consumer engagement is now a zero-sum game thanks to the oversaturated attention economy.

A reciporacal relationship 

Platforms like Twitch and YouTube are a core part of gaming’s culture and marketing mix:

• Creators on these platforms have played a key role in user acquisition – and re-targeting – in games like Valorant, Fortnite, and Call of Duty
• A well-executed influencer partnership can effectively move potential customers from brand awareness to consideration or from consideration to brand loyalty
• But positive reviews from gaming content creators and streamers influence new-game purchases for just 11% of gamers in 2023 (14% for PC and 15% for console)
• Still, when consumers engage in parasocial relationships with video creators for specific games, the consumer’s identity, connection, and community around said game solidifies, strengthening a game’s cultural impact

Withholding content from these platforms would risk losing this third-party discovery and fandom channel, harming:

1. Publishers’ marketing and brand-building efforts
2. Fan experience and choice