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Games Video Viewing Broader Propositions Will Increase Mainstream Adoption

Report by Karol Severin
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The 20,000 Foot View: Games related video viewing is a relatively new but vibrant marketplace. It has multiple use cases across the gamer segments: from newbies watching walkthroughs, to hard core fans viewing an e-sports event online. Though currently still a niche activity among gamers overall, it has a mainstream penetration of            among            year old males. While companies like YouTube and Twitch have exploited parts of this market, current propositions arguably only appeal to a minority of the potential audience.

Key Findings

               million            consumers aged            and above in English speaking markets watch games related videos monthly
               of            males watch games related videos monthly, compared to            of            year old females
  • Between April            September 2017, monthly games related            viewing increased from            to            in            UK, but only from            to            the US
  • Games video            is most popular among console                       followed by PC gamers            and            mobile gamers           
  • Games video            will intensify as the gamer            grows and companies like Netflix,            and pay-TV providers increase their            on gamers
  • While games            viewing is still niche within            gamer community, it stacks up            against other niche gamer propositions
  • There are            for games video to appeal            the remaining share of the            community, through innovative genre propositions            clever implementations of the format            appropriate (e.g. point of sale)

Companies mentioned: Azubu, HitBox, Hulu, League of Legends, Little Big Planet, LoLSpectator, Netflix,, Smashcast, Sony, Steam, The Sims, Twitch, xBox YouTube, YouTube Gaming

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