Reports: Gamers

Browse all of our reports, featuring our analysts' expert insights and analysis of audience segmentation, emerging trends and technologies, value chains, market shares, predictions and more – backed by our proprietary survey data and bespoke models & forecasts. Become a subscriber to get new ones every month, or just pick one to get started.

Pixels to playlists
Music preferences and behaviours of gamers

Rhys Elliott

March 2025

Innovation

Labels

The global games industry is a $236.9 billion behemoth. It now rivals film, television, and music combined in terms of revenues and is a cultural driver. Yet, for music companies, labels, and platforms,...

MIDiA's gamer segmentation
Prioritise why – not just how – players engage with games

Cover image for MIDiA's gamer segmentation

Rhys Elliott

February 2025

Amazon

Netflix

Gaming

The games landscape is more dynamic and interconnected than ever, demanding a deeper understanding of why players engage with games – not just how. We are proud to introduce MIDiA’s gamer segmentation,...

Rebooting video fandom
Games as a video streaming genre

Tim Mulligan, Karol Severin, Perry Gresham, Samuel Griffin and Ben Woods

March 2023

Apple

Apple TV

Netflix

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)...

From video hardware to entertainment hardware
The gamer opportunity for smart TVs

Cover image for From video hardware to entertainment hardware

Tim Mulligan

November 2022

Video

smart tvs

SVOD

Smart-TV-owning gamers skew older and combine increased consumption spend with an increased willingness to pay for content and entertainment more broadly. Smart-TV owners over-index for games consumption...

Esports viewers update
A valuable segment with a (solvable) growth problem

Richard Broadhurst

May 2022

Vevo

Facebook

Twitter

Esports currently struggle to attract consumers beyond esports enthusiasts and players of esport-centric titles. Despite growth problems, the esports viewer segment remains valuable. These consumers have...

Games subscriptions
Early market leaders and consumer profiles emerge

Karol Severin

May 2021

Consumer behaviour

Apple

YouTube

As games subscriptions grow, understanding gamers through the lens of their subscriptions becomes crucial. Monitoring the growth of games subscription services and the behavioural makeup of segments that...

Battle Royale
The Monetisation Sweet Spot

Karol Severin

January 2020

Facebook

Twitter

Gaming

Niche is the new mainstream. Battle Royale players are one of these niches – far from mainstream in terms of consumer penetration, but impactful and valuable. Across music, video, news, magazines and...

US Gamers
Targeting Games Franchises to Compete in the Attention Economy

Karol Severin

September 2019

YouTube

Netflix

Facebook

Games used to be isolated from other media activities. This has all changed with the rise of the attention economy, and the shift of gaming devices from purely consoles, to smartphones now supporting other...

E-sports
An Alternative Future for Televised Sports?

Alistair Taylor, Karol Severin, Mark Mulligan, Tim Mulligan and Zach Fuller

April 2019

Video

YouTube

Amazon

E-sports continue to gain attention, with more brands seeking to enter the space populated as it is by a succession of new leagues, competitions and teams. But for all the hype, e-sports has not yet managed...

Managing Fandom
Competing For Audience Attention Across Content Formats

Georgia Meyer

November 2018

digital natives

Netflix

hulu

In the distributed digital landscape audience overlaps are sometimes unexpected and nuanced; the competition for attention goes beyond the simple binary choices of one TV show or another – i.e. video...

MIDiA Data Spotlight: Esports
Emerging Markets Driving Audience

Cover image for MIDiA Data Spotlight: Esports

Karol Severin

October 2018

Games

esports

e-sports

This is part of MIDiA’s data snapshot series in which we spotlight curated consumer datasets. Figure 1: Esports are Gaining Traction in Emerging Markets Percentage of Consumers that Attend Esports Events,...