Games are no longer child’s play. Millennials, the first generation to grow up with widespread access to video games, are now adults between the ages of 22 and 38. The oldest were four years old when the Nintendo Entertainment System launched in North America in 1985. Those who spent their childhood playing games didn’t suddenly abandon the hobby when they reached adulthood. The US millennials video gaming media consumption report 2019 details the behaviours of this well-documented group in society.
With a myriad of platforms, devices and technologies available today, games are more accessible than ever. The arrival of smartphones brought gaming to consumers who didn’t own a video game system growing up. Coupled with a paradigm shift where most mobile games are free to play, big hits like Pokémon GO can easily attract monthly player counts in the tens of millions.
Among Millennial gamers, seven in 101 (71%) watch gaming video content (GVC), or online videos about games, on platforms like YouTube and Twitch. In addition to watching GVC for nearly six hours each week, this highly engaged audience also spends an average of $292 in donations each month to their favourite content creators.
Games have become part and parcel of the Millennial media diet, with two in three U.S. Millennials now playing every month. Brands and media companies should add gaming to their media plans so they reach a highly engaged Millennial audience.
The US millennials video gaming media consumption report 2019 covers a number of different areas:
- Millennial gamers are a wide-ranging demographic group
- Millennials love mobile games
- Games have become a social activity for millennials
- Millennials spend the most money on games of any age group
- GVC keeps millennials tuned into game culture
- Millennials spend an average of six hours a week watching GVC
- Millenials financially support their favourite GVC creators
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