According to MIDiA Research, Gamers Prefer Watching Videos Over Playing Games

Rethinking Gaming: The Shift Towards Video Content Consumption

According to MIDiA Research’s forthcoming report, the gaming landscape is evolving as players now dedicate more hours to watching videos on platforms like Twitch and YouTube than actually playing games. This shift highlights a considerable ‘untapped potential’ for game publishers to leverage video content generated from their ecosystems and distribute it across popular third-party platforms.

Video Engagement Outpacing Gameplay

The report reveals a striking trend: gamers are averaging 8.5 hours per week watching videos compared to just 7.4 hours spent gaming. Despite the abundance of available games, it comes as no surprise that viewers are increasingly drawn to video content. Whether it’s watching popular streamers tackle challenging titles or simply enjoying gameplay highlights, the appeal of game-related videos remains strong.

Audience Insights: High-Spending Gamers

Data from the study indicates that 24% of console and PC gamers engage with game-related videos at least once a month, with this figure rising to 48% among in-game purchasers. This trend underscores a critical insight: viewers of game content are often high-spending gamers, particularly active in microtransactions. Consequently, the findings suggest a lucrative opportunity for in-game video platforms, offering publishers direct access to their most valuable fans.

Incorporating Video Content in eSports

While embedding video content into certain games may present challenges, the realm of eSports offers a promising avenue. Given the frequent events and tournaments within the eSports and fighting game communities, publishers can explore innovative ways to integrate live video content, thereby creating new revenue opportunities. This approach could become essential for publishers striving to maintain competitiveness in a market where third-party platforms dominate.

Facing Stagnation: A Call for Innovative Strategies

The potential for transformative change within the gaming industry has never been more critical. As the market experiences stagnation and catches a wave of intense competition, particularly in economically challenged regions, gamers are increasingly selective about their purchases. The necessity to make strategic choices highlights the importance of creating compelling video content that resonates with audiences.

“It’s time for game publishers to think about in-game video as something beyond marketing alone. By reclaiming video engagement, publishers have the potential to unlock new revenue streams like advertising, and drive growth,” asserts Rhys Elliott, a Games Analyst from MIDiA Research and author of the report.

Source & Images