Over the past decade, streamers have become increasingly influential in gaming, drawing massive fan followings and reshaping how audiences interact with games. A recent report reveals that many gamers are now watching gaming content more than playing the games themselves, presenting an intriguing opportunity for publishers to engage with their most dedicated fans and potentially increase revenue.
The report, conducted by Midia Research, provides a comprehensive analysis of the gaming habits of players across various age groups. Based on a consumer survey conducted in the second quarter of 2024, the study includes responses from gamers in the United States, the United Kingdom, Australia, Canada, Germany, France, Sweden, South Korea, and Brazil. According to the findings, the average gamer dedicates just under 16 hours per week to their hobby. Surprisingly, only 7.4 hours are spent playing games, while 8.5 hours are devoted to watching gaming content on platforms like Twitch, YouTube, and social media.
This shift in how players interact with games highlights the growing importance of gaming content creators and the platforms that host their videos. The report argues that this trend represents an untapped opportunity for game publishers. By building their platforms to host game-related user content, publishers could capture advertising and sponsorship revenue that currently flows to external platforms. Additionally, creating a dedicated ecosystem for video content could give publishers a direct connection to their most engaged players, fostering stronger brand loyalty and driving in-game purchases.
Despite these potential benefits, the report acknowledges significant challenges in implementing such a strategy. Established platforms like YouTube and Twitch already dominate the market, offering diverse content that appeals to many viewers. Convincing fans to migrate to a publisher-specific platform with a more limited scope may prove difficult. Gamers value the flexibility and variety provided by existing outlets, where they can explore content from multiple creators and franchises without restrictions.
Moreover, game publishers attempting to create proprietary platforms may need more support from streamers and their audiences. Many content creators rely on the broader reach of platforms like Twitch and YouTube to grow their fanbases, and transitioning to a more confined ecosystem could limit their exposure. For audiences, the convenience of accessing all their favorite content in one place outweighs the potential appeal of a publisher-specific experience.
While the Midia Research report highlights the potential for game publishers to capitalize on the rise of gaming video consumption, the reality of executing such a strategy is complex. Publishers must carefully consider how to attract and retain audiences while competing with established platforms offering broader appeal. Success in this area could unlock new revenue streams and deepen fan engagement. Still, it would require innovation, strategic partnerships, and a deep understanding of what drives players to consume gaming content.