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

Report by Richard Broadhurst
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20,000 foot view:  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 large amounts of time and money spent across entertainment, as well as high ad tolerance. For esports to find further growth, it needs to reach across entertainment and provide better entertainment value to a wider audience. Brands and esports organisations can and should continue working together to grow esports audiences and the overall opportunity. The overlap between esports, music, games, video, social media, and sports provides an ideal gateway to do so.

Key insights

  • Esports viewer            in English-speaking markets fell from                       2020 to            in            2021
  •            of esports            are male, and            are under           
  • Esports viewership            the US and Canada grew            older segments, but declined in            segments
  • Thanks to            on time and money spent            entertainment, as well as on            tolerance, esports viewers remain a            segment
  • Esports viewers            three times as likely to            money on audiobooks and buying            than the consumer average
  • Esports viewers            an average of            hours per            on social media, with            using            and            using Twitter daily
  •            of esports            watch sports highlights on social            platforms and            watch sports on            streaming service
  • Valorant, Fall            and League of Legends have            highest number of esports viewers            percentages of their user base
  • Call of            FIFA, and Grand Theft Auto            the largest esports audiences in            terms even though they are            lower share of the total           
  • Esports viewers’            overlaps highlight the most promising            opportunities for the near-term future           

Companies and brands mentioned in this report:  Assassin’s Creed, Call of Duty, Facebook, Fall Guys, Far Cry, FaZe Clan, FIFA, Fortnite, Grand Theft Auto, Instagram, League of Legends, PlayerUnknown’s Battleground (PUBG), Pluto Tv, Super Bowl, TikTok, Tubi TV, Twitter, Valorant, Vevo, and YouTube