Midia Research has published a report that finds gamers are spending more time watching videos on YouTube and Twitch about video games than actually playing them.
According to the report, gamers spend a weekly average of 7.4 hours playing games, but 8.5 hours watching related videos online. Midia states that the research “highlights the untapped potential for game publishers to bring video content inside their own ecosystems,” adding that 24% of console and PC gamers and 48% of “in-game buyers” view gaming-related content on a monthly basis, with the latter viewed as “high-spending gamers.”
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The author of the report came that “revenue left [is] on the table, with gaming publishers “ceding significant revenue opportunities — especially advertising — to third-party video platforms, even as the game market face growth challenges.”
Midia Research game analyst, Rhys Elliot, commented:
It’s time for game publishers to think about in-game video as something beyond marketing alone,. By reclaiming video engagement, publishers have the potential to unlock new revenue streams, like advertising, and drive growth.
[Source – GamesIndustry.biz]