Millennials and Gen Xers are gaming on mobile

Digital gaming and viewership of gaming video content (GVC) has become more popular amid the pandemic. In 2021, some of this activity will see modest growth, while interest in other forms of gaming will taper off.

Europe's video game market grew 22% YoY in 2020: The rise of social and mobile games is presenting opportunities for marketers to reach gaming audiences.

Only 12.5% of respondents owned a smartwatch, and penetration was no greater than 17.5% in any demographic. Penetration of gaming consoles fell year over year (YoY) from 39.2% to 36.8%. There’s tremendous momentum behind TV and video consumption.

That was a more modest increase than GlobalWebIndex found in many other countries, but usage was already notably high in the Philippines—clear evidence that access to video content is a priority for internet users across demographics. In terms of gaming, it seems that many members of a household share access to a single device.

Gaming is a key component of Netflix’s lofty franchise goals: On its own, gaming can help Netflix increase time spent. But it’s especially valuable in its push to build popular properties into full-fledged multimedia “universes.”

Not surprisingly, the demographics of VR headset use track closely with the demographics of gamers. For example, a January 2021 survey by CivicScience found that the majority of headset users and those who intended to use the technology were under 35. But industry players see a bigger future beyond gaming.

Roblox could become a brand advertising powerhouse: Brands flocked to video games for experiential marketing during the pandemic—but Roblox's lasting popularity with kids and its planned ad capabilities could keep it an appealing option even after lockdowns end.

Several demographics registered higher shares than in H1 2019, including males (40.9%), respondents 25 to 34 (46.0%), and those 16 to 24 (51.7%). Smart TVs top the shopping list of new digital devices and services for internet users in Austria by a large margin. Smart TV ownership in Austria was up 3 percentage points YoY, to 45.4% in H1 2020.

Esports Demographics. While it’s true that the esports community has grown beyond the traditional stereotype of the young, male gamer, diversity within the esports fandom is often overhyped. According to a survey conducted by Morning Consult in May 2020, the fanbase is still skewed toward younger men, as 25% of males consider themselves esports fans, compared with 11% of female respondents.