Markiplier’s podcast breakthrough sets a new precedent for games creators

Over the past decade, YouTube, Twitch, and other social platforms have become hotbeds for games creators. They have transformed the culture around games by creating a new level of community and connection among gamers, streamers, and the games themselves. One of these crucial influencers is Markiplier, who has successfully transitioned his foundations in the gaming community into a variety of entertainment formats, including podcasts. 

Markiplier began his YouTube career with simple gaming walkthroughs, has amassed almost 20 billion views and 34.7 million subscribers, and consistently generates over 100 million views a month. In 2021, the content creator launched his podcast Distractible, a comedy podcast co-hosted by Wade Barnes and Bob Muyskens, that reached the number one spot on Spotify’s podcasts chart in its debut week. In 2022, Markiplier launched another podcast Go! My Favorite Sports Team, a comedy sports show. While neither of these podcasts are focused on the gaming, Markiplier’s content illustrates the variety of interests of gaming audiences. Gamers and games aficionados over-index for listening to all podcast genres, not just games / esports. Most recently, Markiplier signed an exclusive video podcast deal with Spotify. This creates opportunities for both him and Spotify to expand their audiences. As Markiplier’s roots are in video creation, adding visual elements to his podcasts, especially his sports podcast creates more opportunities – such as athlete collaborations to strengthen the Markiplier brand. Games companies can mimic Spotify’s efforts and collaborate with games creators to develop their own podcasts.

Roles

This report is relevant to the following roles:

Audience Insight