Gamers are currently spending more time watching videos about gaming than actually playing games, according to a recent report by MIDiA Research. The study, conducted in the second quarter of 2024, revealed that players devote an average of 7.4 hours per week to gaming and 8.5 hours to watching gaming content on platforms like YouTube and Twitch.
Gamers spend more time watching videos than playing games
The research highlights that gamers typically engage with gaming content for a total of just under 16 hours weekly. The report indicates that 24% of console and PC players, along with 48% of high-spending in-game buyers, watch game-related videos at least once a month. Notably, the latter group is essential for publishers looking to enhance their revenue through targeted advertising.
Gamers are spending more time watching gaming content than playing because watching offers diverse experiences that playing alone often doesn’t provide. Platforms like YouTube and Twitch create a sense of community, entertainment, and learning, where players can engage with streamers, discover tips, and explore games they might not own or have time to play. Additionally, high-quality, curated gaming videos are less demanding than playing, catering to casual interest or multitasking.
According to Rhys Elliott, a games analyst at MIDiA Research, the rise of gaming video consumption presents a significant opportunity for publishers. He stated, “It’s time for game publishers to think about in-game video as something beyond marketing alone.” This approach could allow publishers to reclaim video engagement, unlock new revenue streams, and drive growth. By integrating video content into their gaming ecosystems, companies can potentially capitalize on the habitual spending of dedicated gamers.
However, challenges remain. The dominance of established platforms like YouTube and Twitch poses a barrier, as these outlets already host a vast share of the gaming audience. Convincing gamers to transition from open platforms, which offer diverse content, to a more restricted publisher-specific environment may prove difficult. This dynamic raises questions about the feasibility of competitive in-house video content strategies.
The report emphasizes that embracing integrated video offerings could aid publishers in retaining advertising revenues that are currently lost to these third-party platforms. Bypassing external sites and nurturing a direct relationship with the gaming community could serve as a linchpin for future revenue streams.
Focus groups covered diverse demographic groups across several countries, including the United States, Canada, and South Korea. The varied cultural contexts could yield further insights into the preferences and viewing habits of gamers worldwide, yet the report hints it remains unclear if these insights can universally apply across different regions.
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