LET S PLAY
GLOBAL2016 How Video Influencers are Revolutionizing the Gaming Industry
WORLDMAP THE SCOPE OF THE GLOBAL VIEWERSHIP
Over 470 million gamers watch online gaming content on a regular basis. That’s 56% of all gamers! The audience is expected to surpass 500 million viewers within 2016.
55% 50% 97.4 m 116.0 m
North Europe Asia Pacific America
Latin America 66% 58.5 m
Share and total quantity of gamers that watch 53% gaming related online videos more than once a month. 199.1 m
The Big Two: YouTube vs. Twitch
YouTube still dominates around the globe. Twitch is strongest in Brazil and English speaking countries.
46% 18% 43% 9% 41% 12% 50% 21% 57% 24%
UK France Germany USA Brazil
Top 3 Markets in #1 Market in #1 Market in Europe North America Latin America
Share of gamers that watch gaming related videos more than once a month on: YouTube Twitch
WHO’S WATCHING? A CLOSER LOOK AT THE GAMING AUDIENCE ON YOUTUBE
Online video is more than twice as effective to reachbig spenders as TV.
14% TV Commercials
41% 35% Game Websites 24% Friends/Family
The global share of big spending gamers that use... online video platforms other sources 13% ...to discover new games. Magazines Big spenders: gamers that fall in the highest 20% of all spenders
The Viewers on YouTube
The average viewer of gaming content on YouTube is male, 28 years old and has a high income.
Gender 60%
40%
Age 10-20 29% 21-35 43% 36-50 23% 51-65 6%
Income
Low Middle High
All data is globally for YouTube viewers. Income: Household's combined yearly income. “Low” is below the average income and “high” is above the average income in a country. The remaining 8% are not stated. 28% 29% 35%
WHAT’S THE BUZZ? HOW INFLUENCERS ON YOUTUBE ARE BOOSTING GAME REVENUES
Influencer video works! YouTube is the strongest social network for discovering new products (18%) and driving conversions (14%).
18%
14% 11% 10% Discovery 8% 6% Conversion Social media platforms are 4% compared in the funnel positions towards conversion. 2% Data is based on clicks, conversions and impressions.
The Branding Effect
Successful YouTube campaigns significantly increase brand awareness.
Correlation between Google search popularity and YouTuber coverage for the video game “Papers, Please” Yogscast 1.900.000 Views on YouTube gaming channels
Google search popularity
Nerd³ 1.200.000 MetalCanyon + The Masked Baron 830.000 TotalBiscuit 560.000
STEAM GREENLIGHT START STEAM GREENLIGHT APPROVAL GAME LAUNCH 11 April 2013 1 May 2013 8 August 2013 Who is Creating the Content on YouTube?
Influencer created content is more authentic and convincing than classic advertising. Already now more than half of the videos on YouTube come from influencers and fans.
47% Media and brand created content. 53% Community created content.
WHAT’S NEXT? TRENDS SHAPING THE FUTURE
Mobile Video Transparent Upcoming Video Consumption Game Design Platforms The number of hours people As early access continues New competitors keep watch videos on mobile to gain popularity, expect entering the field of online doubled from 2014 to 2015, publishers to work more video streaming, with millennials leading the closely with influencers with platforms like Hitbox, mobile way. before the game launch. Vessel and Periscope bringing further diversification.
G A M E O N!
www.nevaly.com www.newzoo.com The world’s premiere choice Global leader in games, connecting influencers esports & market intelligence. and brands.
Scope and definitions: “Online video” includes data from the following channels: YouTube, Twitch, Facebook, Douya and Zhangi, except stated otherwise. Global data includes North America, Latin America, Europe and Asia Pacific. Latin America is based on the two largest markets of the region, Brazil and Mexico. Sources: Newzoo, 2016 / nevaly, 2016 Additional Sources: YouTube: Statistics, 2016 / Think With Google: How Mobile Video Can Drive the Future of Brand Marketing, 2014 / Think With Google: Gamers on YouTube: Evolving Video Consumption, 2013 The Guardian: 16 Trends That Will Define the Future of Video Games, 2016 / Aol Platforms: Myth Busting Social Media-Advertising, 2014 Tubular: Who uploaded the Top 100 videos on each platform in last 30 days?, 2015