New Study Reveals Esports Fans Are Voracious Media Consumers

New Study Reveals Esports Fan Are Voracious Media Consumers

The global Esports market is expected to grow from $4.3 billion in 2024 to $5.9 billion in 2029, according to Statista.[1]

What started as kids playing video games and informal competitions are now epic tournaments on the same level of regular sports championships in terms of massive viewership, lucrative sponsorships and prize money.

Causeway Solutions is keeping a pulse on this cultural and economic sensation through our monthly surveys of 800+ U.S. adults aged 18+. Marketers who want to reach Esports fans will be happy to know they are voracious media consumers!

We analyzed how Esports Fans compare to the average adult. We also compared Esports Fans to those respondents who are “Likely to Subscribe to Premium Sports Content.” This second group allows us to contrast the ESports Fans to people who clearly enjoy sports in general. This group will be referred to as “Premium Sports Fans.”

How do Esports Fans compare to the average?

The most significant difference is that every type of Esports Fan is more likely to be male, and more likely to be younger than the average adult. The more interested you are in Esports, the more likely you are to be younger and male.

For example, the Avid Esports Fans are 60% male (compared to 47%of the average adults) and 45% are between the ages of 25 and 34 compared to only 15% of the general population. The regular and casual fans are also younger and more likely to be male but not by quite as much. To say it another way they are also NOT likely to be older. Only 18% of Avid Esports Fans are over 45 compared to 67% of the average.

Here is a snapshot of the most prominent differences:

Source: Causeway Solutions Monthly Survey and Sports Universes 2024

Next, we will compare the Esports Fan to those likely to subscribe to Premium Sports Content. The story here is less about gender and more about age. The percentage of men is about the same in both groups, but the Avid Esports Fan is more likely to be 25-44 when compared the to the Premium Sports Fan. The Regular Fan is also younger while the Causal Fan is very similar to the Premium Sports Fans.

Here is a snapshot of the most prominent differences:

Source: Causeway Solutions Monthly Survey and Sports Universes 2024

Media Usage of Esports Fans

Esports viewers are voracious media consumers. Among them, Avid Esports Fans lead in their engagement with cable, broadcast TV, and streaming platforms. While 57% of the general population reports watching streaming TV regularly, this figure skyrockets to 88% for Avid Esports Fans. Premium Sports Fans also show a strong inclination, with 76% tuning in frequently, but Avid Esports Fans are notably ahead in all categories.

When examining specific services, Avid Esports Fans are the most likely group to subscribe across all platforms surveyed. Netflix tops the list, with 48% of Avid Esports Fans claiming they watch daily, followed by 25% for Netflix with ads. We also looked at other services like Hulu, Max, Amazon, Paramount, Disney+, Apple TV+, and Peacock, and Avid Esports Fans consistently report higher daily or weekly viewership than the overall adult population or likely Premier Sports Fans.

Here is a snapshot of the most prominent differences:

Source: Causeway Solutions Monthly Survey and Sports Universes 2024

Social media engagement is similarly high among Avid Esports Fans. YouTube has the highest usage, with 93% of Avid Esports Fans saying they watch often, compared to just 45% of the general population and 61% of Premier Fans. Facebook follows at 72%, while Instagram engagement sits at 64%, compared to 55% and 26% for the general audience, respectively. Platforms like X (Twitter), LinkedIn, TikTok, and Snapchat also show higher engagement among Esports Fans compared to the average and likely Premier Sports Fans.

Here is a snapshot of the most prominent differences:

Source: Causeway Solutions Monthly Survey and Sports Universes 2024

Esports Fans’ Lifestyle

The Esports Fan shows some interesting differences when it comes to lifestyle categories such as vacationing and dining out. When it comes to dining out, they are more likely to eat at all types of restaurants such as fast casual, fast food restaurants, and upscale restaurants, the only option where they are less likely to be eating when compared to the general population is at a fast casual restaurant.

Vacationing shows less of a difference between the Esports Fan and the general population. They are slightly more likely to go on a family vacation or use an online rental, but they are very similar to the general population when it comes to vacationing with friends or traveling solo.

Source: Causeway Solutions Monthly Survey and Sports Universes 2024

Based on this data, marketers have an opportunity to engage a vibrant, youthful community of Esports enthusiasts. In addition to enjoying gaming, Esports Fans are active on media and social platforms, as well as enjoy dining out, marking them as a unique segment within the broader sports fandom landscape.

About Causeway Solutions’ Monthly Surveys

Causeway Solutions has conducted a monthly online survey of U.S. Adults 18+ for more than 3 years. The data offers snapshots into consumer attitudes and behaviors, which support industry trends. Insights include optimism about the economy, plan to purchase and media usage. Causeway Solutions offers key industry profiles, including healthcare, entertainment, sports, travel, restaurants and more.

Thérèse Mulvey is Vice President of Strategy & Insight at Causeway Solutions, a leading provider of Acquisition Analytics and innovative data services. Thérèse has worked in media, including television, newspaper, direct mail and digital, where she successfully translated consumer data into insights that address key business issues. She has over two decades of success driving profit, growth and market expansion through the strategic optimization of marketing analytics, research and business development. Causeway Solutions empowers clients to make smart, timely, data-driven decisions through real-time consumer insights to better reach target audiences. Learn more at CausewaySolutions.com.

Sources

1. “Esports – Worldwide,” Statista
   
   

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