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