According to a forthcoming report by MIDiA Research, gamers now spend more time watching gaming videos on platforms like Twitch and YouTube than actually playing games. The report highlights an "untapped potential" for game publishers to integrate video content within their ecosystems.
Gamers average 8.5 hours per week watching gaming videos, compared to 7.4 hours playing games. This trend is attributed to various factors, from watching streamers play favorite titles to experiencing horror games vicariously.
The report reveals that 24% of console and PC players watch game-related videos at least monthly, with the figure rising to 48% for in-game purchasers. These viewers tend to be high-spending gamers, particularly on microtransactions. This suggests a potential market for in-game video platforms that offer publishers direct access to their most valuable customers.
Integrating video content within games, especially for esports and fighting game events, could unlock new revenue streams for publishers currently reliant on third-party video platforms.
This shift in engagement has the potential to reshape the gaming landscape, particularly as the market faces growth stagnation and increased competition.
"It's time for game publishers to think about in-game video as something beyond marketing...By reclaiming video engagement, publishers have the potential to unlock new revenue streams..." - Rhys Elliott, MIDiA Research.
